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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