As the world eagerly anticipates the prestigious UEFA EURO 2024™, which kicked off on June 14th in Germany, and the CONMEBOL Copa América USA 2024™, launching on June 20th, Rexona, one of the world’s leading deodorant brands, is igniting the passion of football fans with its latest campaign, “Bring the Heat”. This new initiative unites both sponsorships under one platform, offering a range of dynamic in-stadium, online, and in-store experiences that will empower fans globally to bring their unwavering passion to both international tournaments.
UEFA EURO 2024™: connecting fans to football legends
Germany, 14th June -14th July 2024: “Bringing the Heat” will be a rallying cry for players and fans to give their absolute best, whether they’re on the field or cheering from the sidelines. Kicking off at the UEFA EURO 2024™, Rexona unveils an electrifying content film starring Chelsea FC powerhouse Ben Chilwell, showing how Sure Nonstop Protection fuels his peak performance on the pitch. Watch the film here.
In Europe, Rexona’s partnership with football icons Toni Kroos and Ferran Torres epitomizes the essence of the game. To get fans even more of a glimpse into the lives of their idols like Kroos and Torres, Rexona is offering consumers in Spain, Germany, and the Netherlands the chance to win a VIP experience at UEFA EURO 2024™. Winners will enjoy tickets to the quarter-final match in Hamburg, the opportunity to play on the pitch, followed by a meet-and-greet with legends.
To further stoke the excitement among fans ahead of the tournament, Rexona is hosting a Play on Pitch event in Hamburg, granting European influencers an exclusive tour of the Volksparkstadion Hamburg Stadiums. This unique experience allows fans to step onto the same turf where their idols play, deepening their passion for the sport.
CONMEBOL Copa América USA 2024™: celebrating the beautiful game
United States, 20th June – 2nd July 2024: Amid the vibrant atmosphere of the CONMEBOL Copa América USA 2024™, Rexona is fueling the fervor of football fans. To celebrate their involvement with this beloved tournament, Rexona is launching televised films all across Latin America. Starring iconic players from the region, including Brazil’s Vinicius Jr, Mexico’s Santiago Gimenez, Colombia’s Luis Diaz, Argentina’s Julian Alvarez, and the USA’s Christian Pulisic, these commercials highlight the power of sport in uniting communities and the role of fans in inspiring their idols to give their all on the field, truly “Bringing the Heat.”
Uniting continents through sport
While CONMEBOL Copa América USA 2024™ and UEFA EURO 2024™ are hosted on separate continents, Rexona’s “Bring the Heat” campaign bridges the gap between them. By emphasizing the shared values of dedication and passion perseverance, Rexona celebrates the global unity fostered by football.
“At Rexona, we’re passionate about the unifying power of football that is embodied by tournaments like CONMEBOL Copa América USA 2024™ and UEFA EURO 2024™. We’re thrilled to witness the return of both tournaments, offering fans worldwide the chance to unite and celebrate the game’s essence. We’re committed to collaborating with CONMEBOL and UEFA to craft unforgettable experiences for fans, whether they’re cheering in stadiums or from the comfort of their homes,” states Unilever Global Brand Vice President, Kath Swallow.
Thomas Klar, head of brand operations at UEFA says, “We’re thrilled to have the support of passionate sponsors like Rexona, whose dedication to football amplifies the excitement of our tournaments. As we gear up for the UEFA EURO 2024™, their commitment to creating unforgettable experiences for fans adds to the anticipation and energy surrounding the event.”
Chief operating officer CONMEBOL Copa América USA 2024™, Thiago Jannuzzi, states, “Rexona’s ‘Bring the Heat’ campaign serves as a powerful rallying cry for all individuals across Latin America to ignite the passion and excitement of CONMEBOL Copa América USA 2024™. It embodies the fervor and energy that football fans from our region bring to the game, transcending borders and uniting communities in celebration of the sport.”
