Oura Signs Soccer Stars in World Cup Push

England’s top players will head a marketing campaign for Oura, adorning the newest version of its smart ring as wearable brands look to leverage World Cup hype

With the World Cup officially underway, fitness and wellness brands are getting in on the soccer hype — especially wearable makers.

Joining the Oura Ring global ambassador team are two of England’s biggest stars: Harry Kane and Declan Rice. The two are embarking on long-term partnerships with the wearable giant, aiming to use the data and biometric insights to get that competitive edge.

“At the highest level of football, I’ve always believed that preparation is not just what happens on the pitch, but what happens off it too,” Kane, captain of the England national football team, said. “That’s why I’m excited to partner with Oura and use Oura Ring 5. Leading my country into this major tournament means every single percentage matters.”

Oura only just recently unveiled the latest iteration of its smart ring that Kane and Rice will wear. The Oura Ring 5 features a slimmer design that’s 40% smaller than its predecessor, updated sensors, longer battery life and a health platform that goes all-in on health in a new level.

The tech will allow Kane and Rice to focus on sleep and recovery most of all, as the ring provides them a more complete, data-driven view of how their bodies cope with load on and off the pitch.

As global ambassadors, Kane and Rice will headline a major integrated marketing campaign to launch this week, with placements in locations like Piccadilly Circus, BoxPark Wembley and Canary Wharf, while both will be seen wearing the rings throughout the World Cup. They join the likes of Cristiano Ronaldo, who signed on as a brand ambassador and investor in 2024.

“They compete at the highest level. … The real competitive edge today isn’t simply doing more; it’s having the clarity to listen to your body and give it what it needs to perform at its best,” said Oura chief marketing officer Doug Sweeny. “That’s where Oura comes in, and why we’re so excited to partner with athletes who truly understand the power of recovery.”

The partnership is another instance of Oura doubling down on its integration with professional sports, after being named the offficial wearable of U.S. Soccer in April, supporting all 27 National Teams, as well as the official wearable of Team USA and the LA28 Olympic and Paralympic Games, to be the exclusive tracker for the U.S. Olympic and Paralympic athletes across the 2026 and 2028 Games.

But Oura won’t be the wearable maker to support players during this summer’s World Cup.

Whoop, which has been taking soccer by storm this year, has been seen on numerous players’ wrists, including those from England, the Netherlands and Portugal, all of whom are World Cup favorites.