Unilever signs multi-brand UEFA Euro 2024 deal

British consumer goods company Unilever has announced a partnership agreement with the Union of European Football Associations (UEFA), the official football-governing body of Europe, making several of its “Nutrition” and “Personal Care” business groups’ brands Official Sponsors of UEFA Euro 2024.

From Unilever’s portfolio, the following “Nutrition” brands will be activated throughout the tournament: Hellmann’s, Calve, Knorr, Colman’s, Amora and The Vegetarian Butcher. Meanwhile, the following Unilever “Personal Care” products will be on show: Rexona (also known as Sure, Shield and Degree globally), Dove Men+Care, Axe (Lynx in the UK), Radox and Dusch.

In the lead-up to and throughout the tournament, these Unilever brands will work alongside key retail partners across Europe and create opportunities for shoppers to win tickets and enjoy special fan experiences. These brands will also be activated across the official Euro 2024 fan zones.

Peter Dekkers, Nutrition General Manager Europe, Unilever, said: 

“The enjoyment of food plays such an important role in how we come together with friends and family over sporting events, whether we’re watching together with thousands of others in stadia or cheering from the comforts 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.”

Fulvio Guarneri, Personal Care General Manager Europe, said: 

“It is a great source of pride for us to be supporting UEFA EURO 2024TM. 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. 

“We are delighted to announce our partnership with Unilever for UEFA EURO 2024TM, 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.”