Unilever brand Sure is set to increase its presence within English football following a new deal with Chelsea FC and a first global partnership agreement with Manchester City.
The deodorant, marketed internationally under the Rexona and Degree brands, will become the Premier League champions’ Official Personal Care Partner. An additional agreement with the Blues’ sister club, New York City FC, has also been announced.
The new, multi-year agreements add to Sure’s English football portfolio, which also includes a three-season deal with Everton, signed in 2017 – part of a strategy to drive brand awareness in key international markets.
A new season campaign is set to feature a return of the brand’s ‘Pressure Series’ videos, which have so far attracted more than 30 million views, with content featuring Premier League players taking on performance challenges.
Other highlights will include reactive social media content focussed on “the moments that matter”, as well as a return of the brand’s ‘Goal Pressure Index’ in partnership with Perform media’s Opta.
The unique rating system uses a bespoke algorithm to analyse player performance under pressure.
Commenting ahead of the start of the new season, Josh Plimmer, brand manager, Sure UK & Ireland, said: “We are thrilled to be working with three top Premier League clubs.
“Football is the most watched sport in the UK and is a key passion point for the brand’s target audience.
“This gives us the perfect platform to deliver our brand purpose, encouraging people to move more to live more, making every moment matter.”
Damian Willoughby, senior vice president of partnership at City Football Group, commented: “We are delighted to announce this new partnership with Sure.
“The brand has a great pedigree of working with sporting organisations and athletes and we look forward to working together to engage with City fans.”
Chris Townsend OBE, commercial director at Chelsea FC, said: “Over the past two years, we have worked closely with Sure to successfully deliver some truly best-in-class and award-winning campaigns.
“We look forward to our continued collaboration and creating a new wave of innovative activations to entertain and engage our millions of fans.”
Joanna Allen, global brand vice president, Rexona, also commented: “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.
“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.”
As part of the deals, Sure will receive several partner rights including LED advertising, tickets and hospitality, access to players and a host of ‘money can’t buy’ experiences, to offer in bespoke consumer competitions.