Published on March 11th, 2025
Location: France
Selma Bacha Joins Rexona as Brand Ambassador Alongside Olivier Giroud
Paris, March 11, 2025 – As part of the Unilever group’s Hygiene & Beauty brands partnership with UEFA Women’s EURO 2025™, Rexona, the world’s leading deodorant and antiperspirant brand, is proud to announce that Selma Bacha, French international player and rising star of women’s football, has joined Olivier Giroud as an official ambassador for the brand. This partnership, facilitated by SPORTFIVE, an international sports marketing agency, was made possible thanks to Olympique Lyonnais Féminin, where Selma has stood out for years as an essential player. This collaboration reflects Rexona’s commitment to supporting athletes in achieving their best performance, every step of the way.
This new partnership will be brought to life through several activations highlighting the brand’s message, ‘Rexona 72h protection activated by body heat’, already available in stores and set to hit screens starting March 17!
Rexona, Dove, Axe, and Signal: Partners of UEFA Women’s EURO 2025™
Unilever’s Hygiene & Beauty brands Rexona, Dove, Axe, and Signal aim to inspire confidence, freshness, and encourage movement through sport. Following last year’s partnership with UEFA EURO 2024™, Unilever is proud to team up this year with UEFA Women’s EURO 2025™! This partnership provides a unique opportunity to connect with millions of fans who will come together during the tournament, whether to support their national teams or celebrate their shared passion for football.
From March to July 2025, Rexona, Signal, Dove, and Axe will showcase UEFA Women’s EURO 2025™ during two key retail periods and give French consumers the chance to win tickets to the competition through a national prize draw.
Rexona, known for its unmatched effectiveness and historic connection to sport, will serve as the media spokesperson for this partnership.
Selma Bacha: Energy and Resilience in Motion
Known for her determination, versatility, and ability to push her limits, Selma Bacha perfectly embodies Rexona's core values. At just 24 years old, the Olympique Lyonnais Féminin player has established herself as one of the best left-backs in the world, contributing to the success of both her club and the French national team. Her boundless energy, strong character, and authenticity off the field make her a true source of inspiration for younger generations.
Confidence as a Driver of Performance
Alongside Olivier Giroud, Selma Bacha will feature in Rexona’s advertising campaigns, promoting the 72-hour antiperspirant protection range activated by body heat. This collaboration aims to deliver a powerful message: everyone, whether an athlete or not, can push their limits with confidence, thanks to Rexona. Indeed, Rexona’s mission is to empower individuals with the confidence they need to keep moving forward. This mission aligns perfectly with products like Rexona Women Advanced Protection Invisible Aqua antiperspirant.
Clémence AYTON, Head of Marketing for Deodorants and Shower Products at Unilever France, states: “Selma Bacha perfectly embodies the energy and perseverance we want to highlight with Rexona. Alongside Olivier Giroud, she represents an inclusive and ambitious vision of sports. We are thrilled to welcome her to our team of ambassadors and to strengthen our support for women’s football.”
Vincent PONSOT, CEO of Olympique Lyonnais Féminin, adds: “We are delighted to see Selma become an ambassador for Rexona, a brand that values excellence and pushing one’s limits. Selma truly reflects the values of Olympique Lyonnais Féminin through her talent, dedication, and authenticity. This partnership shines a light on her key role in women’s sports and the influence she carries both on and off the field.”
Selma BACHA shares: “I am honored to join the Rexona family. This partnership is a great opportunity to share values that are close to my heart, like confidence, hard work, and the drive to always move forward. Rexona is the perfect ally to support athletes in their everyday challenges.”
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About SPORTFIVE
SPORTFIVE is a global sports marketing agency that delivers customer-centric solutions based on trust and transparency, deep industry experience and global relationships, digital intelligence and innovation. SPORTFIVE strategically and creatively connects brands, rightsholders, media platforms and fans to create and enable contemporary partnerships in sports.
While creating and growing long-term value for all, SPORTFIVE often leads the sports business into the future through innovative digital solutions and strives to be the most progressive and respected partner in sports.
Being at the centre of professional sport SPORTFIVE will use its unique position, in order to make a positive contribution to sustainability and to live up to the social and economic duty and responsibility, which sport and consequently all parties involved, also have. SPORTFIVE operates with a global mindset and network of over 1,200 local experts based in 15 countries around the world, active in Football, Golf, Handball, Motorsport, Esports, Cricket, Tennis, American Football, Basketball, Hockey, Rugby, Olympics and Multi-Sport Events, Wintersports and many more.
Press contacts
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Manon Le Clair
Communication Officer
manon.leclair@sportfive.com +33644365373
