{"id":12662,"date":"2026-06-10T10:36:33","date_gmt":"2026-06-10T14:36:33","guid":{"rendered":"https:\/\/advertisingweek.com\/aw360\/2026\/06\/10\/rexonas-ben-curtis-on-what-the-fifa-world-cup-teaches-us-about-connection\/"},"modified":"2026-06-10T11:32:55","modified_gmt":"2026-06-10T15:32:55","slug":"rexonas-ben-curtis-on-what-the-fifa-world-cup-teaches-us-about-connection","status":"publish","type":"post","link":"https:\/\/advertisingweek.com\/aw360\/news\/rexonas-ben-curtis-on-what-the-fifa-world-cup-teaches-us-about-connection\/12662\/","title":{"rendered":"Rexona&#8217;s Ben Curtis on What the FIFA World Cup Teaches Us About Connection"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\">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.<\/p>\n\n\n\n\n<h3 class=\"wp-block-heading\">Listen to all episodes on your favorite podcast platform:<\/h3>\r\n\n<div class=\"wp-block-group aw-mig-inline-images is-content-justification-left is-nowrap is-layout-flex wp-container-core-group-is-layout-c88056ad wp-block-group-is-layout-flex\">\n<div class=\"wp-block-group aw-mig-inline-images is-content-justification-left is-nowrap is-layout-flex wp-container-core-group-is-layout-c88056ad wp-block-group-is-layout-flex\">\n<figure class=\"wp-block-image size-full is-resized\"><a href=\"https:\/\/podcasts.apple.com\/us\/podcast\/the-trustmakers\/id1602275320\"><img loading=\"lazy\" decoding=\"async\" width=\"128\" height=\"128\" src=\"https:\/\/network.advertisingweek.com\/wp-content\/uploads\/sites\/3\/2020\/12\/100apple.png\" alt=\"apple podcasts\" class=\"wp-image-7392\" style=\"object-fit:cover;width:32px;height:32px\"\/><\/a><\/figure>\n\n\n\n<figure class=\"wp-block-image size-full is-resized\"><a href=\"https:\/\/open.spotify.com\/show\/2nR6VmuGWCWYtoTiqNN40B\"><img loading=\"lazy\" decoding=\"async\" width=\"128\" height=\"128\" src=\"https:\/\/network.advertisingweek.com\/wp-content\/uploads\/sites\/3\/2020\/12\/100spotify.png\" alt=\"spotify podcasts\" class=\"wp-image-7393\" style=\"object-fit:cover;width:32px;height:32px\"\/><\/a><\/figure>\n\n\n\n<figure class=\"wp-block-image size-full is-resized\"><a href=\"https:\/\/www.youtube.com\/watch?v=MtnrMC7Y35A&#038;list=PL-icMDl-65xqkEeYsIkIKPZaDumi4fTTv\"><img loading=\"lazy\" decoding=\"async\" width=\"2048\" height=\"2048\" src=\"https:\/\/network.advertisingweek.com\/wp-content\/uploads\/sites\/3\/2025\/04\/youtube-icon-2048x2048-ndntqyit.png\" alt=\"youtube podcasts\" class=\"wp-image-8368\" style=\"object-fit:cover;width:32px;height:32px\" srcset=\"https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2025\/04\/youtube-icon-2048x2048-ndntqyit.png 2048w, https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2025\/04\/youtube-icon-2048x2048-ndntqyit-300x300.png 300w, https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2025\/04\/youtube-icon-2048x2048-ndntqyit-1024x1024.png 1024w, https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2025\/04\/youtube-icon-2048x2048-ndntqyit-150x150.png 150w, https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2025\/04\/youtube-icon-2048x2048-ndntqyit-768x768.png 768w, https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2025\/04\/youtube-icon-2048x2048-ndntqyit-1536x1536.png 1536w\" sizes=\"auto, (max-width: 2048px) 100vw, 2048px\" \/><\/a><\/figure>\n<\/div>\n<\/div>\n<hr class=\"wp-block-separator\"\/>\r\n\r\n\n<iframe loading=\"lazy\" style=\"border: none; min-width: min(100%, 430px); height: 150px;\" title=\"Rexona's Ben Curtis on What the FIFA World Cup Teaches Us About Connection\" src=\"https:\/\/www.podbean.com\/player-v2\/?i=v7cmt-1ae5224-pb&amp;from=pb6admin&amp;share=0&amp;download=0&amp;rtl=0&amp;fonts=Arial&amp;skin=1b1b1b&amp;font-color=auto&amp;logo_link=episode_page&amp;btn-skin=60a0c8\" width=\"100%\" height=\"150\" scrolling=\"no\" data-name=\"pb-iframe-player\"><\/iframe>\n\n\n\n\n\n\n\n\n\n\n\r\n\r\n<hr class=\"wp-block-separator\"\/>","protected":false},"excerpt":{"rendered":"<p>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.<\/p>\n","protected":false},"author":7,"featured_media":12663,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","editor_notices":[],"footnotes":""},"categories":[1],"tags":[],"topics":[23,25],"class_list":["post-12662","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news","topics-podcast","topics-the-trustmakers"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v28.0 (Yoast SEO v28.0) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Rexona&#039;s Ben Curtis on What the FIFA World Cup Teaches Us About Connection | AW360<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" 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