Manchester City’s Jack Grealish will help Hellmann’s “bring the best barbecues in town to fans this summer” ahead of UEFA EURO 2024.
Hellmann’s, which is the official BBQ partner of EURO 2024, is aiming to match the UK’s love for football with food to bring people together in support of the England national team at this summer’s tournament in Germany.
Grealish will spearhead Hellmann’s initiatives, including a range of Unilever sauce products becoming available in food facilities at EURO 2024 host stadiums.
Grealish commented: “When we come together as England to take on other nations, we feel a real togetherness as a squad to represent our country. We feel this same connection with friends and family over the summer period when enjoying a good BBQ back at home.
“That’s why it’s great to be partnering with Hellmann’s this summer whose sauces will no doubt help everyone up their BBQ game while we’re out there trying to make the nation proud.”
The partnership is supported by a large-scale campaign called ‘Up Your Game’, to be displayed across TV, out-of-home billboards, in-store displays, and social channels.
Hellmann’s will also offer a range of fan engagement prizes and benefits. Fans will have the chance to win tickets to matches, including the EURO 2024 Final at the Olympiastadion in Berlin on 14 July.
Georgina Bradford, Marketing Director at Unilever said: “A great BBQ is something we can all get behind and is a great way to bring family and friends together this championship season, no matter who they are cheering for.
“We want to help bring people an elevated food experience this football season which is why we’re thrilled to be named as the Official BBQ Partner of UEFA EURO 2024.”
Unilever was unveiled as the latest sponsor for EURO 2024 last December, leveraging its global nutrition and personal care brands to create various activations.
UEFA has been active in the sponsorship market to ramp up the tournament, inking deals with the likes of Coca-Cola, Lidl, and German brewery BitBurger to promote one of football’s largest international competitions.
Guy-Laurent Epstein, Marketing Director of UEFA, added: “Our partnership with Unilever Nutrition for UEFA EURO 2024 will help us reach millions of people every day, food is a key part of the match day football experience and plays a universal role in bringing people together.
“Through the Unilever Nutrition partnership this summer, fans will have the chance to get even closer to the EURO action through the ‘Up Your Game’ campaign and its money-can’t-buy prizes.”
