UK | Unilever has announced its largest-ever sports partnership activation as the Official Personal Care Sponsor of the FIFA World Cup 2026 tournament.
The global campaign, led by Unilever Personal Care, will see over 35 brands activate, such as Dove, Dove Men+Care, Rexona/Degree and Axe/Lynx, ensuring players, spectators and fans are ‘fresh for every stage’.
With creators at the heart of the activation, Unilever’s brands will collaborate with a diverse network of influencers and content creators across its largest markets to deliver immersive, social-first storytelling that helps fans feel fresh, confident and ready for every moment off the pitch.
This will be accompanied by House of Fresh, a dedicated in-person creator hub across three host cities: Mexico City, New York, and Miami. The experiential space has been purpose-built for social media feeds, designed to turn live participation into social selling and storytelling at scale.
Unilever has also built a new 24/7 social media hub, The Locker Room, to deliver real-time responsive content across platforms such as TikTok and YouTube. A dedicated team of creators and community experts at Unilever, as well as sports and football strategists, will shape, respond to, and amplify cultural moments as they unfold.
With the tournament expected to reach a global audience of around 6 billion, the FIFA World Cup 2026 offers brands an opportunity to connect with fans at scale.
The FIFA World Cup 2026 is one of the biggest cultural moments on the planet.
"Our ambition is for our brands to show up in spaces where fandom lives and in ways that are authentic, native to social, and meaningful by bringing freshness and confidence to matchday moments that matter most for fans, players and spectators," said Afke van de Klashorst, Vice President of Integrated Brand Experience, Unilever Personal Care.
"This activation reflects how we’re engaging with sport not just as sponsorship, but as a platform to build brand desire and cultural relevance to drive superior growth.”
The activation builds on Unilever’s wider approach to cultural partnerships by showing up at the world’s biggest events and within the communities that care most about them. By pairing global reach with emotionally resonant storytelling, it is designed to drive growth while creating meaningful connections with fans.
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