Follow the World Cup! The young Spanish player signs a deal with Old Spice

Thursday 30 October 2025 18:01
| Updated:

Thursday 30 October 2025 18:02

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Not long ago, Old Spice was a punchline; a brand associated with the past and dependent on an aging demographic – never mind one that will perish.

Recently they have been trying to get rid of this rigid image and are turning to sports like the NFL. This week perhaps its most exciting move: sponsoring the Spanish national football team.

“The Royal Spanish Football Federation has added a new official sponsor to the Spanish national football team,” it read.

“Old Spice, an iconic men’s grooming brand with more than 80 years of history, will support the team on its journey to the 2026 World Cup, which will be held in the United States, Mexico and Canada.

“This agreement reaffirms the strength and attractiveness of Spanish football for top global commercial partners.”

While the prospect of one of the favorites to win next summer’s World Cup – and a team filled with exciting young talent – ​​taking to the pitch smelling like grandpas may be amusing, this deal shouldn’t come as a huge surprise, says marketing expert Neil Hopkins.

Old Spice owner Procter and Gamble has a long history in sport through its Olympic sponsorship, while another FMCG giant, Unilever, is a FIFA partner.

“This deal in particular is a great example of how brands are looking to activate ahead of next year’s World Cup,” said Hopkins, head of strategy at M&C Saatchi Sport and Entertainment. AM City.

“Unilever’s deal with FIFA means the Rexona and Axe/Lynx brands will take full advantage of a formal association with the world’s biggest football event, including massive exposure on TV and the use of World Cup logos and imagery in advertising and the products themselves.

“As a P&G brand, Old Spice is prohibited from competing at that level so a deal with one of the tournament favorites offers a way to mitigate Unilever’s brand dominance.”

Post-Rubiales, a boost for the Spanish RFEF

This agreement is a kind of vote of confidence in the new leadership of the RFEF, the Spanish FA, which was dragged into the mud and repeated again by the Luis Rubiales scandal.

The RFEF has promised that Old Spice “will be present in various promotional actions with national team players, fan activations and special campaigns”.

So expect to see wunderkinds Lamine Yamal and Pedri splashing around on a screen or billboard near you that isn’t historically cool, in the months leading up to next year’s tournament.

Or as Hopkins puts it: “With the anticipation building for the tournament, for the fans this is clearly an opportunity to stage a World Cup!”