2026 World Cup: Rexona featured on the fourth officials' kit (underarm area) and substitution board

Rexona, a deodorant brand owned by Unilever, is activating its partnership with FIFA during the 2026 World Cup by displaying its logo both on the fourth official’s substitution board and on a new branding position located under the armpits of the referee's kit.

The brand thus benefits from dual exposure during player substitutions and added-time announcements, when the fourth official raises the electronic board. The placement also directly echoes the function of the product being promoted.

While national team kits remain free from commercial advertising — apart from the kit manufacturer’s logo — in accordance with IFAB regulations and FIFA equipment rules, the world body retains control over the marketing assets associated with the organisation of the competition. Rexona is therefore leveraging two assets controlled by FIFA — the fourth official’s board and match officials’ uniforms — to secure recurring visibility throughout matches, alongside other activations including TV advertising during cooling breaks and half-time.

The concept is not new for the brand. In Australia, agency…