Why is this Arsenal star’s image all over London? | OneFootball

Declan Rice has taken on a new high profile role off the pitch, with the Arsenal midfielder fronting a major L’Oréal Paris campaign.

Declan Rice is a UK and Ireland ambassador for L’Oréal Paris, with the Arsenal midfielder’s image now appearing across London in Tube advertising and on tbuses as part of a major campaign rollout.

The partnership was agreed in December and builds on L’Oréal Paris’ existing relationship with Arsenal, with the brand describing the move as a “natural evolution” in a company statement.

Rice fronts two of its key ranges, L’Oréal Men Expert and L’Oréal Paris Elvive, and will feature across digital campaigns, social media, in-store activations and large outdoor sites.

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The visibility of the campaign has accelerated in recent weeks, with Rice’s face now prominent across the capital, linking his Arsenal profile directly to the brand’s UK and Ireland marketing push.

“I am incredibly proud to be joining the L’Oréal Paris family,” Rice said. “This partnership feels like the perfect fit and I am excited to work with this iconic brand.

“I am looking forward to the future working together.”

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From Arsenal’s perspective, the agreement reflects a deliberate effort to extend Rice’s presence into the fashion and culture space, following his involvement in London Fashion Week at the Emirates Stadium and the club’s retail collaborations.

The L’Oréal role is viewed internally as an example of how the club’s commercial partnerships can push the profile of a marquee player beyond the pitch, and, in doing so, elevate awareness of the club.