FIFA has named Unilever’s personal care brands as official sponsors of the FIFA Women’s World Cup Australia & New Zealand 2023.
The deal, which includes Rexona (also known as Sure and Degree), Dove, Lifebuoy and Lux, will run through to 2027 and covers the FIFA World Cup 2026 and the FIFAe Finals.
The collaboration also marks the first time that FIFA has teamed up with personal care brands across women’s, men’s and FIFA esports.
FIFA Secretary General, Fatma Samoura, said: “Unilever has some of the world’s biggest and most impactful consumer brands, and we’re incredibly excited for them to join us on our journey to Australia and Aotearoa New Zealand.
“2023 is going to be a landmark moment for women’s football, and Unilever is the ideal sponsor to help us grow the game globally – this year and beyond.”
The pair will also collaborate on the FIFA Women’s Development Programme. Launched in 2020, this initiative is designed to provide opportunities for women and girls and supports the continued growth of women’s football globally.
Furthermore, Unilever will provide funding, human resources, and support for tailored development programmes to tap into the ‘upsurge in interest’ surrounding the women’s game.
“Working with the FIFA Women’s World Cup 2023, our brands will connect with an enormous and highly engaged audience,” added Fabian Garcia, Personal Care President at Unilever.
“This is a significant opportunity for them to engage a growing audience of women’s football fans, demonstrate relevance, and build brand power, while promoting gender equality in sports and supporting future generations of female athletes.”
Looking to the future of investing at all levels from grassroots to FIFA’s top tournaments, Unilever will also have the opportunity to supply a total of 80,000 gift packs containing personal care products direct to fans at various FIFA events over the coming years.