I Thought Rexona’s World Cup Armpit Sponsorship Was a Typo. Then I Saw Dove at the U.S. Open.

I saw the activation plans before fans saw the execution. What sounded ridiculous on paper became one of the smartest examples of contextual sponsorship I saw during the tournament.

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Sponsor materials and renderings Sports sponsorship strategy Experiential marketing activations Brand placement in stadium environments FIFA World Cup 2026 sponsor assets U.S. Open tennis sponsorship Deodorant brand marketing Unilever personal care portfolio Budget constraints in event marketing

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Jayme Washington

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Dove Sure Degree U.S. Open FIFA Unilever Rexona

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