Unilever Launches its Largest Ever Sports Partnership

Unilever has launched its largest ever sports partnership activation for the FIFA World Cup 2026 as its Official Personal Care Sponsor. 

The global campaign is led by Unilever Personal Care, and will see over 35 brands activate – such as Dove, Dove Men+Care, Rexona/Degree and Axe/Lynx – and is designed to ensure players and spectators alike are “fresh for every stage”.

“The FIFA World Cup 2026 is one of the biggest cultural moments on the planet,” says Afke van de Klashorst, Vice President of Integrated Brand Experience at Unilever Personal Care. “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. 

“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.”

Social and experiential marketing 

As part of this campaign, Unilever says its brands will collaborate with a diverse network of influencers and content creators across some of its largest markets – from active sports fans to lifestyle and beauty creators – helping to deliver social-first storytelling that is immersive and “helps fans feel fresh, confident and ready for every moment off the pitch”. 

Alongside this, Unilever has developed House of Fresh: a dedicated, in person creator hub across Mexico City, New York and Miami – three of the sixteen host cities. The company says that this is an “experiential space” purpose built for social media feeds to encourage live participation and scale out its storytelling. 

Unilever has also built a 24/7 social media hub called The Locker Room, which is designed to deliver real-time responsive content across TikTok and YouTube. The company will have a dedicated team its own creator and community experts alongside sports and football strategists in play – ready to respond to and amplify cultural moments as they happen. 

“The FIFA World Cup 2026, will be the most socially connected and inclusive tournament in our history,” says Romy Gai, Chief Business Officer of FIFA. “Football today lives in real time, in culture and on social platforms – and this tournament is designed to be experienced, shaped and shared by fans wherever they are. 

“Working with partners like Unilever helps turn moments on the pitch into meaningful conversations off it, reaching new generations and making the power of football more accessible, inclusive and impactful than ever before.”

Unmatched marketing opportunities

The FIFA World Cup 2026 is expected to reach a global audience of around 6 billion people – creating an unmatched opportunity for brands to connect with consumers on a global scale. 

The strongest campaigns, however, will likely be those that are closely tied to the brand’s established identity and values. 

Modelo, for instance, has developed its World Cup promotion as part of a wider ‘Cerveza for Fútbol’ strategy – a multi-year platform designed to highlight the passion and heritage of football fans.

Its ‘Best Seat in the House’ campaign is designed to celebrate the fans “who know the best seat isn’t always in the stadium, but wherever your people, fútbol and Modelo come together,” according to Modelo.

Logan Jensen, Vice President of Brand Marketing at Modelo, says of the campaign: “For 30 years, Modelo has been synonymous with fútbol, and fans agree – over 70% of fans associate Modelo more than any other beer brand with the beautiful game.

“But this goes beyond marketing; it reflects our genuine appreciation for the sport and the communities that live and breathe it.”