Maximising Global Sporting Partnerships: What Rexona | Sure Knows That Most Brands Don’t
Wed Feb 04 2026
In this episode of Building Brand Advocacy, we sit down with Emily Heath, Global Brand Director of Rexona | Sure, to unpack how one of the world’s biggest, everyday deodorant brands is building true brand awareness and community through sports partnerships.
Emily shares her extensive experience working with Unilever over 17 years and provides insights into managing a global brand. Discover how sport partnerships, particularly in football, have played a crucial role in enhancing brand engagement and creating emotional connections with fans. Emily also touches on the tactical side of sports marketing, leveraging AI in brand marketing, and maintaining brand advocacy outside of major campaigns. Tune in for an in-depth conversation filled with valuable strategies and tips for marketers at any level.
In this episode, we cover:
How Rexona | Sure uses sport to drive authentic brand awareness
What “good” looks like in global sporting partnerships, and how to maximise them
The rise of female sports and how to advocate for it as a global brand
The role of ambassadors and athletes for a global brand
How to engage and activate community at global scale, while still feeling local and human
Where AI fits into the future of brand building and how Rexona | Sure are already tapping into it
CHAPTERS
00:00 Introduction
01:39 The Evolution of Sports Marketing at Rexona
04:22 Expanding into Female Sports Partnerships
07:47 Maximizing the Value of Global Sports Partnerships
10:48 How To Gain Value from Brand Ambassadors
17:45 Sports Marketing Strategies for Smaller Brands
20:51 Exploring Brand Advocacy Beyond Major Campaigns
22:07 Leveraging Cultural Moments for Brand Relevance
25:01 The Impact of AI on Brand Marketing
28:56 Quick Fire Round: Personal Insights and Fun Facts
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CONNECT WITH EMILY
LinkedIn: https://www.linkedin.com/in/emily-heath-84a20b14/
FOLLOW US
Verity: www.linkedin.com/in/verityhurd/
Subscribe: www.youtube.com/@buildingbrandadvocacy
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In this episode of Building Brand Advocacy, we sit down with Emily Heath, Global Brand Director of Rexona | Sure, to unpack how one of the world’s biggest, everyday deodorant brands is building true brand awareness and community through sports partnerships. Emily shares her extensive experience working with Unilever over 17 years and provides insights into managing a global brand. Discover how sport partnerships, particularly in football, have played a crucial role in enhancing brand engagement and creating emotional connections with fans. Emily also touches on the tactical side of sports marketing, leveraging AI in brand marketing, and maintaining brand advocacy outside of major campaigns. Tune in for an in-depth conversation filled with valuable strategies and tips for marketers at any level. In this episode, we cover: How Rexona | Sure uses sport to drive authentic brand awareness What “good” looks like in global sporting partnerships, and how to maximise them The rise of female sports and how to advocate for it as a global brand The role of ambassadors and athletes for a global brand How to engage and activate community at global scale, while still feeling local and human Where AI fits into the future of brand building and how Rexona | Sure are already tapping into it CHAPTERS 00:00 Introduction 01:39 The Evolution of Sports Marketing at Rexona 04:22 Expanding into Female Sports Partnerships 07:47 Maximizing the Value of Global Sports Partnerships 10:48 How To Gain Value from Brand Ambassadors 17:45 Sports Marketing Strategies for Smaller Brands 20:51 Exploring Brand Advocacy Beyond Major Campaigns 22:07 Leveraging Cultural Moments for Brand Relevance 25:01 The Impact of AI on Brand Marketing 28:56 Quick Fire Round: Personal Insights and Fun Facts 🔔 New episodes every Wednesday — subscribe so you never miss an episode. CONNECT WITH EMILY LinkedIn: https://www.linkedin.com/in/emily-heath-84a20b14/ FOLLOW US Verity: www.linkedin.com/in/verityhurd/ Subscribe: www.youtube.com/@buildingbrandadvocacy Instagram: www.instagram.com/building_brand_advocacy TikTok: www.tiktok.com/@building.brand.advocacy