Georgina Rodriguez was named the new global ambassador for Italian fashion brand Calzedonia on June 12, 2026, according to a statement released by the company. The announcement coincided with the opening day of the 2026 FIFA World Cup in North America, which began on June 12. Rodriguez, a model and television personality, shared the news on social media, posting a series of images alongside the brand’s logo. Calzedonia, known for its lingerie and swimwear lines, did not disclose the duration of the partnership or financial terms of the deal.
Rodriguez’s appointment adds to her existing high-profile collaborations, including campaigns for Dior, Moncler, and Charlotte Tilbury. She has 73 million followers on Instagram, according to the platform’s most recent verified data. The model first gained international attention after meeting footballer Cristiano Ronaldo in 2016 while working at a Gucci store in Madrid. The couple, who have three children, has remained in the public eye through shared social media posts and media appearances.
Ronaldo, 38, is currently competing in his sixth FIFA World Cup as captain of the Portuguese national team. Portugal’s opening match against Ghana on June 14 marked the start of the tournament, which will conclude in July 2026. Calzedonia’s decision to partner with Rodriguez comes amid broader efforts by Italian fashion houses to expand their reach in global markets, particularly in the Americas. The brand’s 2026 campaign is expected to include digital and in-store promotions across North America, Europe, and Asia.
Rodriguez’s career has increasingly blended fashion and entertainment. She starred in the Netflix series “Georgina: My Story,” which premiered in 2023 and documented her life with Ronaldo and their family. The show was produced by a Los Angeles-based studio and received attention for its unfiltered portrayal of celebrity life. Calzedonia’s CEO, Marco Zanetti, cited the model’s “global appeal and authentic connection with audiences” as key factors in the partnership, according to a statement released June 13.
The timing of the announcement has drawn attention to the intersection of sports and fashion in international events. The FIFA World Cup, which attracts billions of viewers worldwide, often serves as a platform for brands to launch campaigns. Calzedonia’s choice of Rodriguez follows similar moves by other Italian labels, such as Versace and Gucci, which have partnered with athletes and influencers to tap into the tournament’s viewership. A spokesperson for the brand declined to comment on whether the partnership would include any World Cup-related promotions.
