The Union of European Football Associations (UEFA) has announced a new partnership with Unilever, a global consumer goods giant.
As part of the pact, Unilever’s Foods and Personal Care Business Groups have become official sponsors of UEFA Women’s EURO 2025.
The competition, which will take place in Switzerland this summer (2-27 July), is expected to be the most televised and attended UEFA Women’s EURO to date. With the game’s rising popularity, Unilever intends to use the opportunity to promote its portfolio of brands, which includes Power Brands Hellmann’s, Knorr, Dove, and Rexona, through integrated campaigns that target people in, around, and outside of the stadium.
Robbert de Vreede, General Manager, Unilever Foods Europe, said, “We are thrilled to partner with the UEFA Women’s EURO 2025, enabling our Foods brands to connect with a large audience who come together enjoying the thrill of a football match with friends whilst sharing delicious foods. Just as a great BBQ brings people closer, football unites fans in a shared experience of passion and camaraderie. In this partnership we will create memorable moments that highlight the best of summer – good food, great company, and beautiful games.”
Fulvio Guarneri, General Manager, Unilever Personal Care Europe, said, “This is an exciting opportunity for some of our biggest brands to tap into a big cultural moment and connect with millions of consumers who will be watching the UEFA Women’s EURO 2025. It’s a great time for women’s football, and this partnership fits perfectly with our Personal Care products which are all about feeling clean and confident, and taking part in sports. Together with our retail partners, we look forward to building on the success of last year’s men’s tournament, delivering unmissable campaigns across a variety of channels that celebrate the power of women’s football.”
Guy-Laurent Epstein, UEFA Marketing Director, said, “Building on the success of our collaboration last summer, we are delighted to be continuing our partnership with Unilever for UEFA Women’s EURO 2025. The support and interest in women’s football is on a sharp upward trajectory, and with Unilever’s portfolio of Food and Personal Care brands reaching billions of people every day, we look forward to celebrating the power of the game and bringing excitement to fans everywhere.”
The agreement will see the companies launch a number of initiatives aimed at improving the fan experience and promoting the company’s dedication to expanding the women’s game, reducing entrance barriers, and motivating the next generation. Fans can expect to see Unilever’s Foods and Personal Care brands displayed all through the event, both on and off the pitch.
This news strengthens Unilever’s worldwide sports footprint, after high-profile collaborations with the Esports World Cup, Copa America 2024, CAF, EURO 2024, FIFA Women’s World Cup 2023, and more.