17 hours ago
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Manchester City business continues to grow as the wait goes on for the verdict into their alleged Premier League breaches
Manchester City have announced a new deal with long-term partner Rexona hours after striking up a new US partnership with Paramount.
Unilever brand Rexona, a deodorant which is also known around the world as Sure, Degree, Shield and Rexena, first linked up with City in 2018 to sponsor the men's team before expanding in 2020 to include the women's team. The latest deal will keep Rexona as a global partner until the end of the 2026/27 campaign.
Benjamin Curtis, Global Brand Vice President for Rexona, said: "Manchester City represents the highest standards of performance and consistency, qualities that reflect everything Rexona stands for. We’re excited to continue this partnership with a club that never lets up and together bring fans closer to the action through products and experiences they can count on – built on a promise that won’t let them down.”
On Tuesday it was announced that City were working with Paramount on a US media collaboration. As the club aims to continue its growth in one of the major global markets, combining with the home of Champions League football in that market is seen as a way of keeping and enhancing engagement for the Blues.
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Both deals show City moving forward, as when they agreed a new kit deal with long-term sponsors Puma in July 2025 that will be the most lucrative in Premier League history.
The club have stood accused of the most serious breaches of Premier League rules for over three years now. A hearing took place in the last months of 2024 to consider the evidence and a verdict is heavily anticipated but has still not arrived.
With the evidence completely secret, the footballing world have been desperate for any clues that could be gleaned from the way City and the Premier League have operated in this time. City, who have insisted on their innocence from the start, have acted like normal since they were first charged.
And the accusations have not stopped them from getting more business, either from existing partners such as Rexona or new collaborations such as Paramount.
Even with the publication of the verdict seemingly getting closer, it remains business as usual at the Etihad.
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