MADRID: Unilever and LaLiga Friday announced an extensive worldwide sponsorship agreement, that runs till 2021 until 2021 and has the stated aim to strengthen the Spanish league’s growth strategy, and improve “consumers’ lives in all four corners of the globe”.
The scope of Unilever’s portfolio includes 400 brands in over 190 countries, with the company turning over €50 billion annually and reaching over 2.5 billion customers daily. Two of Unilever’s most iconic personal care brands are part of this sponsorship deal – Clear Men and Rexona, the latter of which is also known as Sure, Degree and Shield, depending on the target country.
Tri Tran Tue, Global Clear’s vice president commented: “We’re thrilled to form this partnership as LaLiga offers us a strong platform to leverage the Clear Men brand, through campaigns that cut across multiple channels and markets. We will bring fans closer to the action through unique and expansive content strategies, and campaigns that deliver our brand and product narrative.”
Joanna Allen, Rexona’s global brand vice president, offered her thoughts on the agreement: “We’re delighted to announce this new partnership with LaLiga, the home of football’s finest. LaLiga’s international appeal offers us a fantastic platform from which to reach a global audience for Rexona.”
For his part, LaLiga president Javier Tebas believes that this partnership “is further evidence of LaLiga’s efforts to reach out to a global market, alongside a brand that’s as universally recognised as Unilever. This agreement is fantastic news, since we always aim to join forces with leading international brands and get closer to the millions of LaLiga fans around the world. We’ll achieve this thanks to our association with Clear and Rexona, two excellent brands.”
Unilever brand objectives through this deal include immersive matchday experiences with LaLiga ambassadors, weekly content on social media, as well as football development programs aimed at uncovering upcoming talent.
The agreement will be present globally for Clear Men. In addition, for Rexona, in the United States as Degree, in Brazil, Mexico, Argentina, Central American countries, Russia, Spain, Germany and a large part of Africa, such as Rexona, in the United Kingdom and Ireland, as Sure, and in South Africa as Shield.
