Clint Dempsey, the former United States men’s national team captain and one of the most influential figures in modern American soccer, has entered into a new partnership with Unilever as the global consumer goods company accelerates its marketing push ahead of the FIFA World Cup 26, to be staged across the United States, Canada, and Mexico.
Under the agreement, Dempsey will feature across campaigns promoting Unilever’s personal care portfolio, including Dove, Dove Men+Care, Degree, and AXE. The collaboration is built around themes of performance, confidence, and preparation, linking everyday routines with the intensity of elite competition and the emotional energy surrounding the world’s biggest sporting event.
The partnership forms part of Unilever’s wider relationship with FIFA, which spans men’s, women’s, and esports competitions. With FIFA World Cup 26 set to be the largest edition of the tournament to date, Unilever is positioning its brands at the centre of fan culture through integrated storytelling, retail activations, and consumer promotions. These will include opportunities for fans to engage with the tournament through experiential moments and ticket giveaways tied to Unilever’s product portfolio.
Speaking on the partnership, Clint Dempsey, U.S. Soccer Hall of Famer, said, “When you feel fresh, you play better – simple as that. That rush of confidence sticks with you long after the whistle blows; it’s what helps me show up every day. That’s why I’m excited to partner with Unilever to help fans experience that same confidence in their own everyday routines.”
Laura DiMiceli, Head of Sports Marketing & Partnerships, Unilever Personal Care, added, “At Unilever, we know that the love of the game is so much more than what happens on the field – it’s about the passion, connection, and joy that brings people together everywhere. We’re proud to partner with Clint Dempsey to bring our brands to people in ways that celebrate that same energy, helping to inspire confidence, freshness, and connectivity during the excitement of FIFA World Cup 26 and the everyday moments that matter.”
Dempsey, a U.S. Soccer Hall of Famer, brings long-standing credibility to the campaign. During his international career, he earned more than 140 caps for the United States, scored 57 goals, and represented the country at three FIFA World Cups. At the club level, he played a key role in elevating the global perception of American players through successful spells in Major League Soccer and the Premier League, most notably with Fulham and Tottenham Hotspur.
From a commercial perspective, the deal strengthens Unilever’s positioning ahead of a tournament expected to deliver record attendances, global broadcast reach, and sustained consumer engagement across North America. Personal care brands have historically benefited from major summer tournaments, driven by travel, live events, and heightened fan participation.
The collaboration also underlines the growing commercial maturity of soccer in the United States. With the country hosting the majority of matches in 2026, brands are investing early to establish authentic associations with the sport and its most recognisable cultural figures. Financial terms of the agreement were not disclosed.
