On this week’s episode, I’m joined by Em Heath, Global Brand Director at Rexona, a key player globally in Unilever’s personal care brand portfolio.

Formerly a sponsor of Williams F1, the brand has taken a serious liking to women’s football - partnering with Man City and Chelsea, doing deals with players like Lauren James and Lucy Bronze, as well as playing a key role in activating around marquee properties like the Women’s World Cup and Women’s Euros, as part of Unilever’s broader partnerships with FIFA and UEFA.

We explore this interest in women’s football and the nuances of activating across almost every area of the women’s game, the role that brands can play within women’s sport, and the intricacies of managing a global brand.

Timestamps

2:00 - Em's Journey

4.30: - How Rexona Fits within Unilever Personal Care Portfolio

8:00 - Activating Partnerships with UEFA and FIFA

15:00 - Balancing Sports Partnerships with Other Areas of Marketing

18:00 - Leveraging Ambassadors at Club Partners - like Lucy Bronze and Lauren James

20:30 - What Attracted Rexona to Partner with Chelsea and Man City

26:00 - Chicken and Egg Problem Surrounding Women's Sport

29:00 - What is Rexona's Breaking Limits Program?

34:00 - Meeting KPIs and Measuring ROI

40:00 - Evaluating New Partners - and why Rexona Stopped Sponsoring in Formula 1

45:00 - Looking Forward

Additional Links

Rexona Partners with England Football Star Lucy Bronze to Inspire Girls to Move More

ICC and Unilever announce groundbreaking partnership on International Women’s Day to strengthen the future of women’s cricket

Connect with Emily on LinkedIn - Here

Connect with Andy on LinkedIn - Here