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Partnership will see the brands activate a range of initiatives designed to enhance the fan experience and promote the company's commitment to growing the women’s game.
February 6, 2025
By: TOM BRANNA
Editor
The Union of European Football Associations (UEFA) named several Unilever brands as official sponsors of UEFA Women’s Euro 2025. The tournament will be held July 2-27 in Switzerland. UEFA predicts it will be the most viewed and attended UEFA Women’s Euro to date. Unilever aims to leverage the platform to showcase its portfolio of brands, including Dove and Rexona, with integrated campaigns that reach consumers in, at, around and away from the stadium.
“This is an exciting opportunity for some of our biggest brands to tap into a big cultural moment and connect with millions of consumers who will be watching the UEFA Women’s Euro 2025. It’s a great time for women’s football. This partnership fits perfectly with our personal care products which are all about feeling clean and confident, and taking part in sports,” said Fulvio Guarneri, general manager Unilever Personal Care Europe. “Together with our retail partners, we look forward to building on the success of last year’s men’s tournament, delivering unmissable campaigns across a variety of channels that celebrate the power of women’s football.”
Unilever plans a range of initiatives designed to enhance the fan experience and promote the company’s commitment to growing the women’s game. Fans can expect to see Unilever’s personal care brands prominently featured throughout the tournament, both on and off the field.
“Building on the success of our collaboration last summer, we are delighted to be continuing our partnership with Unilever for UEFA Women’s Euro 2025,” said UEFA Marketing Director Guy-Laurent Epstein. “The support and interest in women’s football is on a sharp upward trajectory. With Unilever’s portfolio of food and personal care brands reaching billions of people every day, we look forward to celebrating the power of the game and bringing excitement to fans everywhere.”
According to Unilever, the move solidifies its presence in the global sports arena, following high-profile partnerships with the FIFA Women’s World Cup 2023, FIFA World Cup 2026, the FIFA Women’s World Cup 2027, the CAF Africa Cup of Nations and the CONMEBOL Copa América.
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