- Volvic has signed Marcus Rashford as its newest brand ambassador, with the campaign launching ahead of the FIFA World Cup this summer.
- Rashford will feature in TV commercials and national out-of-home advertising, with an on-pack promotion offering shoppers the chance to win £5,000 in cash and signed footballs.
- The campaign builds on Volvic's "Awaken Your Inner Force" platform, spotlighting the role of hydration in supporting physical and mental performance.
- The on-pack promotion runs across Volvic Touch of Fruit and Volvic Natural Mineral Water products at Sainsbury's, Waitrose, and Tesco from late April onwards.
Marcus Rashford has landed a major new commercial deal, signing as brand ambassador for Volvic, the Danone-owned mineral water brand.
The partnership launches ahead of the FIFA World Cup, with Rashford set to front TV commercials and a national out-of-home advertising rollout throughout the summer.
Shoppers can win £5,000 in cash and signed footballs through an on-pack promotion across Volvic Touch of Fruit and Volvic Natural Mineral Water products at Sainsbury’s, Waitrose, and Tesco.
This is Rashford’s first known partnership with Volvic. His other recent brand deals include CeraVe and Coca-Cola.
On the pitch, Rashford joined Barcelona on a season-long loan in July 2025, and has recorded 7 goals and 7 assists in LaLiga this season, a strong resurgence that clearly makes him a compelling face for a high-visibility summer campaign.
Similar footballer-brand beverage deals have been grabbing headlines this year, including Cole Palmer’s ambassadorship with Coca-Cola and Kylian Mbappé being named the first wellness ambassador for Fairmont Hotels & Resorts.
Rachael Hann, Northern Europe Business Unit Director for Waters at Danone, said the Rashford partnership places Volvic “alongside one of the most influential and inspiring figures in the game.”
Volvic has also recently expanded its portfolio with the launch of the Volvic Vitamin+ range, signaling continued investment in the functional water category.
Takeaways
The timing here is no accident. With the 2026 FIFA World Cup on the horizon and Rashford enjoying a career renaissance at Barcelona, Volvic has locked in one of football’s most recognisable faces at exactly the right moment.
For a brand built around peak performance and inner strength, Rashford’s comeback story practically writes the ad copy itself.
This deal also signals that Volvic is serious about repositioning itself beyond a passive hydration brand into an active performance lifestyle player, going toe-to-toe with bigger sports drink rivals on visibility and cultural relevance.
Does Rashford’s move to Barcelona, and the buzz around his future at Man United, make him a smarter commercial bet now than he’s been in years? Could Rashford’s community advocacy, particularly around child food poverty, add an unexpected social dimension to Volvic’s “hydration for all” messaging?
