10th October 2025
October 10 – Manchester City has renewed its long-standing global partnership with Unilever-owned deodorant brand Rexona – known variously as Sure, Degree, Shield and Rexena – in a deal that runs through to the end of the 2026/27 season.
The extension marks nearly a decade of collaboration between the two, cementing one of the club’s most enduring commercial ties throughout its period of greatest domestic and European success.
First signed in 2018 and later expanded to include the women’s team in 2020, the partnership keeps Rexona in place as an official global partner across both the men’s and women’s sides.
Financial details remain undisclosed, but the deal ensures Unilever retains a valuable presence within City Football Group’s vast network of commercial partnerships – one that stretches well beyond Manchester.
For City, the renewal fits a familiar pattern: rewarding stability and long-term brand alignment over one-off sponsorship bursts. The club has spent recent years strengthening multi-season deals with its major global partners, using its sporting consistency to secure a steady stream of revenue and deeper commercial integration.
Rexona, meanwhile, continues to benefit from City’s global reach and cross-gender visibility. The partnership will again feature fan engagement and matchday activations, including at the Joie Stadium, home of Manchester City Women.
Peter Laundy, SVP of Partnerships at City Football Group, commented: “Across the years, our partnership has grown from strength to strength, driven by a shared commitment to performance and innovation.
“We’re excited to build on our work together to date, as we continue to deliver impactful campaigns, leading content and special experiences for our fans across the world.”
Benjamin Curtis, Global Brand Vice President for Rexona, added: “Manchester City represents the highest standards of performance and consistency, qualities that reflect everything Rexona stands for.
“We’re excited to continue this partnership with a club that never lets up and together bring fans closer to the action through products and experiences they can count on – built on a promise that won’t let them down.”
Contact the writer of this story, Harry Ewing, at [moc.l1760103139labto1760103139ofdlr1760103139owedi1760103139sni@g1760103139niwe.1760103139yrrah1760103139](javascript:;)