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The global campaign will feature Dove, Dove Men+Care, Degree, Axe and others.
May 27, 2026
By: Lianna Albrizio
Associate Editor
Happi International Top 30 Company Unilever has forged its largest sports partnership activation as the official personal care Sponsor of the FIFA World Cup 2026 tournament.
The global campaign, led by Unilever Personal Care, will see over 35 brands activate, such as Dove, Dove Men+Care, Rexona /Degree and Axe /Lynx ensuring players, spectators and fans are “fresh for every stage,” officials said.
“The FIFA World Cup 2026 will be the most socially connected and inclusive tournament in our history. Football today lives in real time, in culture and on social platforms – and this tournament is designed to be experienced, shaped and shared by fans wherever they are,” said Romy Gai, chief business officer, FIFA. “Working with partners like Unilever helps turn moments on the pitch into meaningful conversations off it, reaching new generations and making the power of football more accessible, inclusive and impactful than ever before.”
With creators at the heart of the activation, Unilever’s brands will collaborate with a diversenetwork of influencers and content creators across its largest markets – from active sports fans, players, and sportscasters, to fashion, lifestyle and beauty – to deliver immersive, social-first storytelling that helps fans feel fresh, confident and ready for every moment off the pitch.
This will be accompanied by House of Fresh, a dedicated in-person creator hub across three host cities – Mexico City, New York, and Miami. The experiential space has been purpose built for social media feeds, designed to turn live participation into social selling and storytelling at scale.
Unilever has also built a new 24/7 social media hub, The Locker Room, to deliver real-time responsive content across platforms such as TikTok and YouTube. What’s more, a dedicated team of creator and community experts at Unilever as well as sports and football strategists will shape, respond and amplify cultural moments as they unfold.
With the tournament expected to reach a global audience of a reported six billion, the FIFA World Cup 2026 creates an opportunity for brands to connect with fans at a global scale. Football brings people together and, during the tournament, Unilever’s Personal Care brands will combine the engagement, shareability and community d rive n nature of social with the emotional reach of TV. With large audiences tuning into the live events, Unilever’s social-first activity will help keep conversations going long after the match day moments.
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