UEFA announced a partnership with Unilever, which will see various brands from the consumer goods company sponsor the men’s 2024 European Football Championship.
Through this collaboration, Unilever will activate its renowned brands from both the Nutrition and Personal Care business groups during the tournament. Some of the brands including Hellmann’s, Knorr, Colman’s, Amora, and The Vegetarian Butcher, as well as Rexona, Dove Men+Care, Radox, and Dusch Das will be visible during Euro 2024.
Unilever to collaborate with key retail partners throughout Europe on ticket giveaways and special experiences for fans.
“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,” said Guy-Laurent Epstein, marketing director at UEFA. “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, said: “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.”
For UEFA, the deal adds to Euro 2024’s partnership roster, which includes the likes of Coca-Cola, Hisense and Betano.
The Euro 2024 tournament will take place in Germany, with the hosting nation set to face Scotland in the opener at the Allianz Arena in Munich on 14th June.
The agreement continues Unilever’s sponsorship presence in international soccer, having signed a multi-year tie-up with Fifa that will run through to 2027 and including last year summer’s 2023 Women’s World Cup, in addition to the 2026 men’s World Cup and the FifaE finals.
