Sports Pundit Podcast Network Emily Heath [#47]: Leveraging a Global Brand to Get Girls Moving
On this week’s episode, I’m joined by Em Heath, Global Brand Director at Rexona, a key player globally in Unilever’s personal care brand portfolio.
Formerly a sponsor of Williams F1, the brand has taken a serious liking to women’s football - partnering with Man City and Chelsea, doing deals with players like Lauren James and Lucy Bronze, as well as playing a key role in activating around marquee properties like the Women’s World Cup and Women’s Euros, as part of Unilever’s broader partnerships with FIFA and UEFA.
We explore this interest in women’s football and the nuances of activating across almost every area of the women’s game, the role that brands can play within women’s sport, and the intricacies of managing a global brand.
Timestamps
2:00 - Em's Journey
4.30: - How Rexona Fits within Unilever Personal Care Portfolio
8:00 - Activating Partnerships with UEFA and FIFA
15:00 - Balancing Sports Partnerships with Other Areas of Marketing
18:00 - Leveraging Ambassadors at Club Partners - like Lucy Bronze and Lauren James
20:30 - What Attracted Rexona to Partner with Chelsea and Man City
26:00 - Chicken and Egg Problem Surrounding Women's Sport
29:00 - What is Rexona's Breaking Limits Program?
34:00 - Meeting KPIs and Measuring ROI
40:00 - Evaluating New Partners - and why Rexona Stopped Sponsoring in Formula 1
45:00 - Looking Forward
Additional Links
Rexona Partners with England Football Star Lucy Bronze to Inspire Girls to Move More
Connect with Emily on LinkedIn - Here
Connect with Andy on LinkedIn - Here