Consumer goods company Unilever has been unveiled by UEFA as the latest official sponsor of the UEFA EURO 2024.
The deal will see Unilever leveraging its global nutrition and personal care brands to create various activations celebrating next year’s tournament.
Eligible retailers will join in by partnering with Unilever and offering fan-centric opportunities with the purchase of products, such as ticket giveaways and other exclusive experiences.
Guy-Laurent Epstein, Marketing Director at UEFA, commented: “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.
“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.”
Some of Unilever’s most recognisable nutrition brands include Hellmann’s, Knorr, and Colman’s, among others, whose branding will receive additional coverage during the UEFA EURO 2024.
Peter Dekkers, Unilever’s Nutrition General Manager for 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.”
The same promotional strategy will also be applied to Unilever’s personal care products, which include Rexona, Dove Men+Care, Axe, and more.
Fulvio Guarneri, Personal Care General Manager for Europe, added: “It is a great source of pride for us to be supporting UEFA’s men’s competition.
“Our personal care brands are all about helping people to feel clean and confident, and to participate in sports, so this is a great way to engage with the millions of consumers who will be coming together during the tournament, whether supporting their national teams or building a love of football in communities.”
UEFA recently unveiled another landmark partnership, this time with betting operator Betano – property of Kaizen Gaming.