Confidence is a game-changer. It’s what separates hesitation from boldness, fear from resilience, and doubt from the kind of self-belief that drives game-winning performances. That’s why Rexona—built on the promise of keeping you fresh, dry, and ready for anything—is stepping onto the pitch to support the future of women’s cricket.
Earlier this year, Rexona entered into a two-year partnership with ICC Women’s Cricket, becoming the ICC’s first global women-only partner.
Backing the growth of women’s cricket
Rexona is strengthening its global commitment to women’s cricket, aligning with the rapid rise of the sport, particularly in India, where it is now the fastest-growing segment of cricket. Through our partnership with the ICC, Rexona aims to support and elevate female cricketers at every level, ensuring that more women have the confidence and opportunities to step onto the field.
This presence is already being felt at the ICC Women’s Cricket World Cup 2025, now underway in India, and will extend to the Women’s T20 World Cups, U19 Women’s T20 World Cups, and the inaugural Women’s Champions Trophy in 2027.
Beyond sponsorship, Rexona is focused on real impact. Initiatives like the Flag Bearers programme, where young girls will walk onto the field alongside international teams, and women’s cricket festivals, designed to spark grassroots participation, are key steps in inspiring future generations of female cricketers.
Celebrating confidence with ‘Maidan Mein Utro’
In the continued efforts to champion women’s cricket in the country, Rexona has launched a new brand film featuring women’s cricketing legend Smriti Mandhana. The brand campaign urges young women to stop being fence sitters and take the first step into the maidan by giving them the confidence to move and achieve their dreams.
The brand campaign so far has over 20M+ views across Meta & YouTube. With a holistic 360 campaign encompassing the digital ecosystem, Rexona and the brand messaging have been integrated seamlessly across JioStar platform, the official broadcaster for the ICC Women’s Cricket World Cup.
Ahead of the World Cup, Rexona also hosted the ICC Women’s World Cup Trophy Access Event on 13th September 2025 at Orion Mall, Bangalore. The trophy was unveiled to fans, creating a moment of pride and celebration for women’s cricket.
Cricketing legends Mithali Raj and Dinesh Karthik joined the event, alongside Vipul Mathur (Executive Director, Personal Care, HUL) and Nitin Agarwal (CMO, Unilever International). Rexona also unveiled its limited-edition glass roll-on pack, reinforcing its commitment to providing unbeatable sweat and odour protection.
The activation drew strong participation, with over 10 media houses, 15+ influencers, and hundreds of consumers engaging in movement-led activities and interacting with the brand. This was an important step in bringing to life our campaign Maidan Mein Utro, which encourages young women and girls to step into the maidan with confidence—on and off the field.
Confidence beyond the crease
Cricket demands endurance, whether it’s hours under the sun, sprinting between the wickets, or keeping cool under pressure. Rexona understands that performance should never be held back by discomfort. Offering 72 hours of non-stop sweat and odour protection, Rexona ensures that every move—on and off the field—is powered by confidence.
Rexona’s commitment to sports isn’t new. The brand has long championed women in sports, with recent global partnerships including the FIFA Women’s World Cup and the Saudi Arabian Football Federation (SAFF). Now, by investing in women’s cricket, Rexona is taking its legacy of empowerment one step further, helping athletes break barriers and move forward with strength.
A game without limits
This partnership is a commitment. A commitment to helping shape a stronger, more inclusive future for women’s cricket. For the girls picking up a bat for the first time, for the athletes pushing their limits, and for the fans cheering on the future of the sport, Rexona is here to help make sure movement is power. And when you move with confidence, there’s no limit to what you can achieve.