MANCHESTER: Premier League champions Manchester City announced on Friday that it has signed a global, multi-year partnership with one of Unilever’s highest selling brands across the world, Rexona.
As a result, Rexona or ‘Sure’ as it is known in the United Kingdom, has been named the club’s Official Personal Care Partner.
In a double whammy for the brand, it will also serve in a similar capacity with another City Group club, New York City FC in the USA being known as ‘Degree’ across the Atlantic.
Rexona was founded in Australia in 1908 and is now the world’s leading anti-perspirant brand, having joined the Unilever family in the 1930s. This new partnership builds on the market leader’s already-established portfolio of relationships with sports organisations and individuals.
Through this partnership, Rexona, Sure and Degree will be providing fans around the world with weekly content and immersive experiences that deliver on Rexona’s purpose to encourage people to move more. Branding will also appear at the Etihad Stadium throughout the season.
Damian Willoughby, senior vice president of Partnership at City Football Group, said: “We are delighted to announce this new partnership with Rexona and look forward to harnessing the huge followings of the Rexona, Sure and Degree brands to engage with City fans around the world.
“Like Manchester City, Rexona has over 100 years of experience as well as a great pedigree of working with sports organisations and athletes throughout its history. We are excited to welcome these brands to the City family and look forward to working with them over the coming seasons.”
Joanna Allen, Global Brand vice president, Rexona: “We’re excited to announce this new partnership with the champions, Manchester City. The team’s international appeal gives us a fantastic platform to reach Rexona’s global target audience.
“The club’s success and attractive style of football gives us the perfect platform to deliver our brand purpose, encouraging people to move more, to live more, making every moment matter.
“Equally with the growth of the MLS in recent years, our US brand, Degree, are delighted to be partnering with New York City Football Club in what will provide an excellent base for community outreach and activity.”
