Rexona’s Ben Curtis on What the FIFA World Cup Teaches Us About Connection

Rexona’s Ben Curtis on What the FIFA World Cup Teaches Us About Connection

Ben Curtis, Global Brand Vice President of Rexona, joins Richard Edelman, President and CEO of Edelman, to explore how sports can serve as a powerful force for connection in an increasingly divided world. As the 2026 FIFA World Cup kicks off, they discuss the role of global sporting events in bringing people together across differences, why brands have an opportunity to act as trust brokers, and how Rexona is building relevance through new media and community-based campaigns. Ben also shares his perspective on creator-driven marketing, and the growing influence of AI and earned media in building trust.

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