Rexona has announced a multi-year partnership with English footballer and Lioness player Lucy Bronze.
She will serve as brand ambassador for the Australian deodorant brand and aims to “empower the next generation of girls with the confidence and opportunities to move more”, read a statement from the brand.
Bronze is described by Rexona, a Unilever-owned business, as a “key figure in the rise of women's football” and recent addition to English team Chelsea FC.
She joins a roster of ambassadors including Paralympic swimming champion Ellie Simmonds.
“Growing up, having role models in sport gave me the belief that I could do it too,” said Bronze.
“I want every girl to feel that same sense of possibility and confidence to keep playing, no matter the challenges.”
The brand’s partnership with Bronze will see them work together on grassroots-focused marketing campaigns and social impact projects.
It builds on Rexona’s previous work through its Breaking Limits Programme, as well as its partnerships with FIFA, UEFA, Manchester City Football Club and Chelsea Football Club.
Rexona was recently announced as a sponsor of the upcoming UEFA Women’s Euros 2025.
“Girls need to see women succeeding and thriving in sports to believe it is possible for them too,” said Kathryn Swallow, Rexona’s Global Brand VP.
“Lucy Bronze is not just a football icon; she is a symbol of perseverance and achievement.
“Together, we aim to inspire young girls everywhere to stay active, overcome barriers and achieve their dreams.”
The appointment follows a boom in beauty brands supporting more local women’s sporting events.
e.l.f. Beauty was named as the first beauty sponsor of the largest US high school girl's wrestling competition.
The Wonder Women of Wrestling Varsity Tournament attracted 700 athletes from 83 teams and 3,000 spectators over the two-day event held between 3 and 4 January 2025.
The sponsorship aimed to challenge misconceptions around women in the sport, “disrupting norms” and “showing up for the community in unexpected ways and places”.
Dove and Sports Illustrated also unveiled a collaboration aimed at enhancing body confidence among young female athletes before this year's Super Bowl in February 2025.
The partnership introduced Sports ReIllustrated, a special edition magazine that profiled ten inspiring young athletes who are challenging norms and excelling in their respective sports.
The cover featured 10-year-old Honor Smoke, marking the youngest athlete to appear on a Sports Illustrated promotional cover.
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