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Rexona, also known as Sure, Degree, and Shield across international markets, has announced a landmark multi-year partnership with Lucy Bronze, celebrated footballer and advocate for women’s sports.

The partnership aims to empower the next generation of girls with the confidence and opportunities to move more, building on important work Rexona has done in recent years through its Breaking Limits Programme, as well as partnerships with FIFA, UEFA, Manchester City Football Club, Chelsea Football Club, and more. Lucy joins a roster of inspiring Rexona ambassadors including Paralympic swimming champion Ellie Simmonds.

The announcement comes at a critical time, as recent studies reveal that more than 80% of adolescents worldwide do not meet the recommended levels of physical activity. A study by Women in Sport highlights that over 40% of girls disengage from sports completely by the age of 14, citing barriers such as lack of role models and support.

Lucy, a key figure in the rise of women's football and recent addition to Chelsea FC, embodies the trailblazing spirit needed to break down these barriers. Rexona, known for its belief in the power of movement to transform lives, will leverage the partnership to drive positive change for the women’s game. 

Kathryn Swallow, Rexona’s global brand vice president, said, “Girls need to see women succeeding and thriving in sports to believe it’s possible for them too. Lucy Bronze is not just a football icon; she’s a symbol of perseverance and achievement. Together, we aim to inspire young girls everywhere to stay active, overcome barriers, and achieve their dreams.” 

Lucy Bronze, footballer for England and Chelsea, added, “I’m thrilled to join Rexona in their mission to get more girls moving. Growing up, having role models in sport gave me the belief that I could do it too. I want every girl to feel that same sense of possibility and confidence to keep playing, no matter the challenges.” 

The brand’s partnership with Bronze will see them work together across grassroots-focused marketing campaigns and social impact projects. Rexona was recently announced as a proud sponsor of the upcoming UEFA Women’s Euros 2025, further solidifying its dedication to championing women in sport.