THE WHAT?  Unilever and UEFA have announced a sponsorship deal for UEFA EURO 2024™, with Unilever’s Nutrition and Personal Care brands becoming Official Sponsors. The agreement includes brands like Hellmann’s, Knorr, Rexona, Dove Men+Care, and Axe, among others, participating in the event’s promotions.

THE DETAILS  This partnership is set to leverage the popularity of football, with UEFA EURO 2024™ expected to attract a global audience of 5 billion and host 2.7 million fans in person. Unilever plans to engage audiences through promotional activities in stadiums, fan zones, and retail outlets across Europe, offering opportunities like ticket wins and special fan experiences.

THE WHY? Unilever’s involvement in UEFA EURO 2024™ aligns with its marketing strategy to connect its brands with a broad audience. The company aims to utilise the event’s reach to engage consumers, both in public spaces and at home, with its range of products. This collaboration is seen as a way to enhance brand visibility and consumer engagement during the tournament.