Following this deal, the brand has been named the official sponsor of UEFA EURO 2024, which is scheduled to take place in Germany from June 14 to July 14, 2024.
As a result of this partnership, Unilever will showcase its well-known brands from the Personal Care and Nutrition business groups at the competition the following year.
In addition to the sponsorship, Unilever’s products will work with important retail partners across Europe to provide football fans with exceptional experiences and giveaways of tickets, both in official competition fan zones as well as via retail promotions.
Nutrition brands from Unilever, such as Knorr, Colman’s, Amora, Hellmann’s, and The Vegetarian Butcher, will be featured during UEFA EURO 2024 and various sponsorship events. This also holds true for personal care products from Unilever, including Dusch Das, Axe (known as Lynx in the UK), Dove Men+Care, and Rexona (also known as Sure, Shield, and Degree worldwide).
Guy-Laurent Epstein, Marketing Director at UEFA, said, “We are delighted to announce our partnership with Unilever for UEFA EURO 2024, a collaboration that celebrates a shared passion and commitment to connecting with football fans across Europe and the world. Unilever’s nutrition and personal care brand portfolio reaches billions of people every day, and I am confident that together we will bring a new dimension of engagement and excitement to fans everywhere.”
Peter Dekkers, Unilever nutrition, General Manager Europe, commented, “The enjoyment of food plays such an important role in how we come together with friends and family over sporting events, whether we are watching together with thousands of others in stadiums or cheering from the comfort of home. Unilever nutrition brands are proud to be part of this huge European event, which also has global appeal, and to reach more people through their love of football.”
Fulvio Guarneri, Personal Care General Manager Europe, said, “It is a great source of pride for us to be supporting UEFA’s men’s competition. Our personal care brands are all about helping people to feel clean and confident, and to participate in sports, so this is a great way to engage with the millions of consumers who will be coming together during the tournament, whether supporting their national teams or building a love of football in communities.”