Rexona places logo under fourth official’s arms at 2026 World Cup | OneFootball

In a marketing coup, Australian deodorant brand Rexona has put its branding under the fourth official’s arms at the 2026 World Cup.

According to Le Progres, the logo is visible when the fourth official announces added time and substitutions, positioned at the armpits rather than on the front or back of the shirt.

Sponsorship is banned on the shirts of all 48 competing nations, but the refereeing team are not bound by the same rules, which the hygiene brand has exploited.

The name also appears on the electronic board he raises, boosting visibility with each display and shining a little light on an often overlooked role on the touchline.

The move has drawn praise online during a tournament where advertising has taken centre stage, with cooling breaks airing three minutes of adverts. Neither Fifa nor Rexona has disclosed the value of the partnership.

Source: Le Progres