Unilever Kicks Into High Gear as Personal Care Sponsor of FIFA World Cup 2026

As the official personal care sponsor of FIFA, Unilever is gearing up with its largest‑ever sports activation.

The Happi International Top 30 Brand is mobilizing more than 35 brands, including Dove, Rexona/Degree and Axe/Lynx, around a single social-first platform designed to keep fans “fresh for every stage.”

The company is partnering with a global network of creators across sport, lifestyle and culture to drive real-time, always-on storytelling that extends beyond the pitch and into the fan conversation. This is brought to life through House of Fresh, a creator hub across Mexico City, New York and Miami, alongside The Locker Room, the company’s 24/7 content engine designed to respond to culture in the moment.

With an expected audience of six billion, Unilever Personal Care is treating the tournament not just as a media moment, but as a live social ecosystem, blending the scale of broadcast with the speed and community of digital to drive brand relevance and growth.

Axe’s Limited-Edition Collection

In honor of partnership, Axe has released a limited-edition collection of self-care essentials with the new Axe x FIFA World Cup 26 collection. Available exclusively at Walmart, each limited-edition body spray and body wash features signature Axe fragrances designed to elevate daily self-care routines with long-lasting freshness. What’s more, every purchase affords fans the opportunity to score tickets to the FIFA World Cup 26.

The limited-edition body sprays debut Axe’s new spray technology, delivering a more precise, controlled application that never feels overpowering. Body sprays are available in Midnight Amber, which contains notes of hazelnut, sandalwood and vanilla; Black Vanilla, with notes of vanilla, orange and sandalwood; Cherry Spritz which contains notes of red apple and amber; and Blue Lavender, which contains notes of lavender, mint and amber.

The body wash is available in Coconut Crusader, Axe’s newest body wash fragrance, with notes of coconut and pineapple.

Lysol Teams with Three-Time FIFA World Cup Star Tim Howard

Lysol teamed up with three-time FIFA World Cup player Tim Howard for a new campaign celebrating the sweat, effort and stink behind each win, featuring Lysol Laundry Sanitizer.​ 

Watch the campaign here:

Dove’s Rabble-Rousing Campaign

Dove is going all in for FIFA with a campaign called “The Game Is Ours.” The film and multi-platform activations spotlight a global mission as part of the Dove Self-Esteem Project to foster body confidence to keep girls playing the sports they love.

Dove research shows that one in two girls who quit sports are criticized for their body type, a pressure that strips away the joy of playing, and ultimately pushes them out of the game. At a moment when the world is watching, Dove is bringing this conversation to the forefront of global sports culture.

“The Game Is Ours” features the actual sounds of girls’ bodies during play, becoming the soundtrack for the spot. As their movement and voices build, their joyful sounds cut through and drown-out negative body talk – proving that their joy is louder, and that the game is theirs to play.

Beyond the screen, Dove is showing up for the girls across the six-week tournament through a series of activations. Central to this is the Dove Joy Cam, a real-time content platform created in partnership with Getty Images. Capturing the joy girls experience at matches throughout the tournament, the initiative transforms spontaneous moments into powerful storytelling across social, digital and out-of-home channels, placing girls at the center of the global football conversation.

Dove will also have a physical presence through Unilever’s Fresh Clubhouse, a fan experience across New York and New Jersey, Los Angeles and Dallas. Within the multi-brand environment, Dove’s dedicated locker space brings “The Game Is Ours” to life through immersive storytelling, product engagement, and sampling of Dove’s limited-edition Palo Santo & Sage collection.

Dove is further reinforcing its commitment through partnerships with members of its Body Confident Collective, including soccer icon Mia Hamm and US. Women’s National Team standout Alyssa Thompson. Together, they represent both legacy and next-generation perspectives on confidence in sports, bringing authenticity and credibility to the campaign.

Said Marcela Melero, chief growth marketing officer, Dove, “As FIFA works towards its goal of having 60 million female players by 2027, this tournament and the FIFA Women’s World Cup in 2027 give us a powerful opportunity to celebrate the joy of the game and help girls feel they belong in it. Because when girls feel confident, they’re more likely to stay in the game, and that’s what will shape the future of sports.”

Dove’s FIFA World Cup 2026 presence builds on the 2023 launch of the Body Confident Sport program, an evidence-based initiative co-developed with leading experts proven to strengthen body confidence among girls aged 11–17. Every Dove purchase supports the program, equipping coaches, parents, and mentors with tools to build body confidence and help girls keep playing. To date, Dove has reached more than 137 million young people globally across over 150 countries with DSEP, with a goal of reaching 250 million young lives by 2030.

Watch the “The Game Is Ours” spot here:

Dr. Squatch Basks In ‘Golden Glory’ with Limited-Edition Soap

Natural men’s personal care brand Dr. Squatch released limited-edition bar soap as the official sponsor of the FIFA World Cup 2026.

Golden Glory features notes of bergamot, fresh cotton, leather and fresh woods, and is made with Dr. Squatch’s cold process formula using ingredients including coconut oil, shea butter and kaolin clay. The product is over 98% natural origin and formulated without parabens, sulfates, phthalates or silicones.

Golden Glory retails for $8 each and in the Golden Glory Hat-Trick Three-Pack for $24 at Dr. Squatch and Amazon while supplies last.