Rexona's clever brand placement at the World Cup
The leading deodorant brand has chosen the underarms of fourth officials to showcase its tournament sponsorship during every match.
Rexona features prominently on the electronic substitution and stoppage-time boards; whenever the official raises their arms, the branding becomes visible on the jersey alongside the official World Cup logo.
This activation builds upon a classic concept from a series of company commercials during the 2000s, which positioned referees as key figures for deodorant usage.
Rexona serves as an official World Cup sponsor through the broader partnership between Unilever and FIFA. Other activations have included limited-edition World Cup packaging and major campaigns headlined by football stars Enzo Fernández and Vinícius Júnior.
