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Bring the Heat campaign includes in-stadium, online and in-store experiences available throughout the tournament.
June 11, 2024
By: Lianna Albrizio
Associate Editor
For the first time since Covid, hundreds of thousands of soccer fans from across the Americas will congregate to bring their passion and heat to stadiums, as they cheer on their national teams in the 48th edition of Conmebol Copa América USA 2024.
From June 20 to July 14, 16 teams will compete across 14 US cities, and personal care brand Degree will encourage fans to “Bring the Heat” as part of its new sultry campaign as official partner.
“Degree is thrilled to be an official partner of Conmebol Copa América USA 2024, to help fans bring the heat to this year’s tournament with the most exciting and exhilarating fan experiences yet, as we officially kick off the road to World Cup 2026,” said Unilever Global Brand Vice President, Kath Swallow.
In partnership with USMNT Captain and AC Milan midfielder Christian Pulisic, Degree will fuel fans with the confidence to “bring the heat” and show off their passion for their national team through a series of new brand films, in-stadium, online and in-store experiences available throughout the tournament. The action-filled vignettes of the hero film aim to ignite the excitement, passion and national pride of football/soccer fans that will be supporting their national teams throughout the tournament.
“I am thrilled to partner with Degree to welcome COPA América to North America this year,” said Pulisic. “The brand – like us athletes – understands that the fans generate the excitement and energy that is imperative to keep us all going, and Degree offers the superior sweat and odor protection we all need – on the pitch and in the stands.”
The new “Bring the Heat” films will air throughout the tournament – capturing the excitement among the fans and benefits that Degree antiperspirants provide to fuel their experiences. Additionally, the brand is offering a limited-time sweepstakes for a chance to attend one of the biggest games of the tournament and for fans to showcase their fandom for their team.
Degree, along with fellow Unilever brands AXE and Dove Men+Care, invites fans at the games in Atlanta, New York, Houston and Miami to its onsite activation, La Casa Fresh, to get amped up for the match in an interactive space that brings the spirit of soccer to life.
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