Old Spice joins a team that “smells like champions”

“Smells like a champion, champion.” With these emphatic words, international footballer Marcos Llorente, after smelling the new Spanish national team jersey infused with the unmistakable Old Spice fragrance, helped announce this Thursday the agreement by which the famous men’s grooming brand becomes a sponsor of the team that belongs to everyone.

Just over an hour before the Spanish delegation departs for Tbilisi to play the first of two matches in which they hope to secure their place at the World Cup, it fell to the National Team’s director, Aitor Karanka, to “welcome Old Spice, a number one brand in 70 countries with whom we share the ambition for success in a National Team that smells like champions.”

👃🏼 ¿A qué huele la nueva camiseta de España?

🗣️ @marcosllorente, jugador internacional: "A campeón, campeón".#VamosEspaña | #CopaMundialFIFA pic.twitter.com/z9y47bxo5G

— Selección Española Masculina de Fútbol (@SEFutbol) November 13, 2025

That spirit of leadership and freshness, guaranteed by the Old Spice product range, filled the Ciudad del Fútbol during the announcement event, with P&G Beauty Iberia Vice President Mariana de Carli representing a brand “defined by the colour red, just like the National Team’s jersey—so we were destined to join forces. It smells of confidence here, of victory. It smells like a champion, champion.”

De Carli acknowledged that “we may not be able to play like the National Team’s footballers, but we can certainly smell like them thanks to Old Spice.”

The habits and rituals of the reigning European champions also played a role in the presentation, represented by goalscorer Ferran Torres, who explained: “Before a match, I always follow the same routine: a quick shower before leaving the hotel to smell good, music when I arrive at the stadium, and focusing on myself to prepare for the game.”

This Saturday, Ferran and his teammates will debut the exclusive Old Spice products—the fragrance of football that will continue to inspire us all the way to the World Cup—during the first of the crucial matches scheduled in the coming days.