There will be a 30-second cut down for Sure in the UK

Rexona World Cup ad

Rexona has produced a short film to start its campaign for the 2026 World Cup. 

The 90-second film includes football stars Vini Jr., Enzo Fernández, Cole Palmer, Santiago Gimenez, Christian Pulisic, and Florian Wirtz alongside fans from around the world and aims to capture the shared tension and exhilaration across players and fans that defines football’s biggest stage. 

There will be a 30-second cut down of the film for the UK, with Sure branding as Rexona operates under that brand here. This will air from May. 

You can watch the full film below. 

The film marks the start of Rexona’s campaign around the tournament as an official sponsor. The campaign will include fan experiences, athlete partnerships, and market activations under the tag, “It Won’t Ever Let You Down”. Rexona began working with FIFA for the 2023 Women’s World Cup and its partnership currently runs until the 2027 Women’s World Cup. 

Ben Curtis, Global Brand Vice President, Rexona said: “The FIFA World Cup 2026 is pure emotion – unpredictable, intense, and unforgettable. Football fans give everything to the game, experiencing every high and every low right alongside their teams – that’s the passion that makes this tournament special. 

“The tournament will be played across multiple cities, and with the world watching. For fans, that means living every nerve-wracking penalty, every dramatic equaliser, and every moment of joy or heartbreak. Whatever happens on the pitch, Rexona won’t ever let you down. Built to perform when the pressure is on, this tournament is the ultimate test for fans and players everywhere.”

Romy Gai, chief business officer, FIFA said: “The FIFA World Cup captivates billions of fans united by their love for the game. Rexona’s campaign beautifully captures that connection and the emotional journey supporters experience throughout the tournament.”