Chelsea FC Extends Global Partnership with Rexona

London, September 2025 – Chelsea Football Club has officially renewed its long-standing partnership with Rexona – known internationally as Sure, Degree, Shield, or Rexena — strengthening a collaboration that has already spanned nine successful years.

Expanding the Chelsea–Rexona Partnership

Rexona, the world’s leading deodorant and antiperspirant brand, will continue in its role as Official Partner of Chelsea FC and Chelsea FC Women. The partnership renewal extends a relationship that has delivered memorable fan engagement campaigns, performance-driven initiatives, and activations both on and off the pitch.

As part of the new phase of the collaboration, Rexona will activate across Stamford Bridge and Kingsmeadow, enhancing the matchday experience through pre-match activities at every Women’s Super League fixture. The brand will also continue to highlight its latest product innovations and expand its Breaking Limits programme, which supports grassroots football and empowers young players to overcome barriers in sport.

Brand Ambassadors: Players Leading the Way

The partnership also reinforces Rexona’s growing presence within football through high-profile Chelsea FC player endorsements. Earlier this year, Lucy Bronze, fresh from her triumph at UEFA Women’s EURO 2025, became the latest Chelsea Women’s star to join as a Rexona ambassador. She joins Cole Palmer and Enzo Fernández from the men’s first team, both of whom already represent the brand.

Executive Statements

Dan McEwan, Director of Partnerships at Chelsea FC: “We are thrilled to extend our relationship with Rexona, a partner that understands what it means to perform under pressure. For nearly a decade, we’ve worked side by side to inspire both our players and supporters, and with this renewal we will continue spreading that message of confidence and consistency across every level of the game.”

Benjamin Curtis, Global Brand Vice President for Rexona: “Chelsea’s history of resilience, performance, and innovation mirrors the values we champion at Rexona. As we enter this new chapter together, we will focus on placing fans at the heart of our campaigns – from stadium activations to grassroots initiatives – always ensuring that Rexona delivers reliable protection and inspires confidence.”

Marketing Impact

The extended deal ensures that Rexona branding will continue to feature prominently across Chelsea’s stadiums and digital platforms, while the brand leverages its partnership to connect with millions of supporters globally. The collaboration highlights how sports sponsorships in football can effectively merge consumer lifestyle brands with elite sport, amplifying visibility and deepening fan engagement.

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