Unilever and The Union of European Football Associations (UEFA) have designated brands from Unilever’s Nutrition and Personal Care Business Groups as the Official Sponsors for UEFA EURO 2024.
Among Unilever’s well-loved household brands, those within the Nutrition category set to participate in UEFA EURO 2024 comprise Hellmann’s, Calve, Knorr, Colman’s, Amora, and The Vegetarian Butcher. Leveraging Unilever Personal Care’s history of supporting significant sports events and fostering a passion for sports within communities, Official Sponsors for UEFA EURO 2024 also include Rexona (known as Sure, Shield, and Degree globally), Dove Men+Care, Axe (Lynx in the UK), Radox, and Dusch Das.
Being the most widely embraced sport globally, with 67% of Europeans actively engaging with it, UEFA EURO 2024 is set to unite millions of individuals bound by their collective passion for the game. Projections indicate that the event will garner a total live viewership of 5 billion people worldwide. In-person attendance is expected from 2.7 million fans who will witness 51 matches unfolding across ten German cities during UEFA EURO 2024.
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 2024. 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.”
Leading up to and during the tournament, Unilever’s brands will collaborate with key retail partners throughout Europe, providing opportunities for shoppers to win tickets and partake in special fan experiences. Additionally, these brands will be actively present in official fan zones during the tournament.
