Rexona launches campaign with Marta, Ronaldo for 2027 Women's World Cup

Rexona, the Unilever deodorant brand, debuted the "O Último Suor" campaign featuring Brazilian football legends Marta and Ronaldo Fenômeno. The activation marks a shift from the 2026 men's World Cup to the 2027 FIFA Women’s World Cup, with a signature autograph session and a video filmed in Times Square that highlighted Marta’s career.

The campaign is part of a broader push by several Brazilian firms—including Coca‑Cola, Petrobras and Monange—to tap the anticipated economic surge from the 2027 tournament, which a FGV‑Embratur study estimates will generate about R$8.8 billion, create roughly 73,700 jobs and add R$928 million in tax revenue. Rexona’s effort underscores Unilever’s sponsorship of the event and aims to connect the brand with the growing interest in women’s football in Brazil.