Rexona has officially announced the legendary two-time World Cup winner Ronaldo Fenômeno as its lead brand ambassador for the 2026 FIFA World Cup. As the official deodorant sponsor of the tournament, Rexona is leveraging Ronaldo’s iconic status to spearhead its marketing campaigns aimed at the Brazilian market in the lead-up to and throughout the event.
The partnership is designed to deepen the brand’s connection with football fans, positioning Ronaldo as the “leader of the supporters who never abandon the team.”
Strategic Marketing & Activation
Ronaldo will play a central role in Rexona’s omni-channel strategy, featuring in television commercials, digital campaigns, and direct-to-consumer promotional activities.
- Product Innovation: The brand will launch a limited-edition line of antiperspirants featuring official 2026 World Cup branding and visual identity.
- Brand Synergy: Ronaldo joins a prestigious roster of football talent already associated with the brand, including Brazilian forward Vini Jr. (a global ambassador) and Norwegian star Erling Haaland.
- Market Engagement: The campaign aims to capture the passion of the Brazilian public, emphasizing themes of resilience, high performance, and unwavering support.
“We summoned Ronaldo for the 2026 World Cup because, just like Rexona, he never abandoned the Brazilians. Having ‘O Fenômeno’ as our ambassador in the country is a great honor, strengthening our strategies with consumers and the national market.” — Lucas Moutinho, Marketing Manager at Rexona
This appointment underscores Rexona’s aggressive investment in major national team tournaments, following its successful sponsorship of the 2023 FIFA Women’s World Cup and its committed support for the 2027 edition, which will be hosted in Brazil.