Household appliance manufacturer Gorenje has officially named Croatian football legend Luka Modrić as its new brand ambassador. The partnership, announced on February 25, 2026, is set to span across Europe as part of a major strategic expansion for the brand.
The collaboration will be anchored by a comprehensive multichannel campaign covering television, out-of-home advertising, press, and social media. The initiative aims to align Gorenje’s core brand values—quality, durability, and high standards—with the international reputation of the former Ballon d’Or winner.
A Focus on Consistency and Home
Modrić, widely recognized for his professional longevity and success with both Real Madrid and the Croatian national team, was chosen to represent Gorenje’s commitment to “long-term excellence.”
The central theme of the communication focuses on the home as the essential starting point for personal development and professional success. By linking the athlete’s discipline to the reliability of household appliances, Gorenje seeks to strengthen its emotional connection with European consumers.
Strategic Timing
The announcement coincides with heightened sports business activity ahead of the 2026 FIFA World Cup. According to Gorenje, the partnership reflects a desire to bridge the gap between high-performance sports and the everyday functionality of domestic life.