Copa America 2024 forges commercial pact with Unilever

This summer, Unilever's personal care products will come across fans inside and outside stadiums, emphasising Copa America 2024's significance and enthusiasm.

The 48th edition of the quadrennial international men’s football championship, Copa America 2024 has partnered with Unilever, with four personal care products serving as official sponsors. Axe, Degree/Rexona, Dove, and Dove Men+Care will be featured during the competition, which will take place in 14 cities across the United States between June 20 and July 14.

The partnership underscores the company’s commitment to increasing confidence in moving forward and honouring the power of the global football community through a series of extraordinary events for football fans throughout the United States.

The 48th edition of the Copa América will feature 16 teams competing over the course of 24 days. This edition of the event will return to the United States for the first time since 2016 when the Copa América Centenario established a new attendance record of approximately 1.5 million people. Argentina, the reigning champions, will take on Canada in the tournament’s first match at the Mercedes-Benz Stadium in Atlanta, Georgia.

This summer, Unilever’s personal care products will come across fans inside and outside stadiums, emphasising the event’s significance and enthusiasm. Axe, Degree/Rexona, Dove, and Dove Men + Care will honour the passion and emotion that all fans bring to the tournament with a mix of retail promotions, digital activations, and stadium experiences.

Fabian Garcia, Personal Care President at Unilever, said, “Working with the CONMEBOL Copa América USA 2024, our brands will connect with an enormous and highly engaged audience. This is a significant opportunity for them to engage a growing audience of football fans, demonstrate relevance, and build brand power, while promoting sports and future generations of athletes.”

José Astigarraga, CONMEBOL’s Secretary General, commented, “Having Unilever as a partner provides us with the opportunity to connect with fans and athletes in a different way, where we invite everyone to feel greatness through brands that enhance their well-being. We’re very excited about all the upcoming joint actions that will give our fans the opportunity to live one-of-a-kind experiences all over the continent.”

In 2024, Unilever also partnered with CAF for the men’s African Cup of Nations (AFCON) 2023, women’s AFCON 2024, and UEFA for EURO 2024.

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