Old Spice has partnered with Spain's youthful national team

Not so long ago Old Spice was a punchline; a brand associated with a bygone era and reliant on an ageing – not to say, perishing – demographic.

More recently it has tried to shake off this stuffy image, leaning into sports such as the NFL . This week made perhaps its most intriguing move yet: sponsoring Spain’s national football team.

“The Royal Spanish Football Federation has added a new official sponsor to the Spanish national football team,” it trumpeted .

“Old Spice, the iconic men’s grooming brand with over 80 years of history, will support the team on its journey to the 2026 World Cup, to be held in the United States, Mexico, and Canada.

“This agreement reaffirms the strength and appeal of Spanish football to top-ti

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