Mumbai: Unilever has announced its largest-ever sports partnership activation as the Official Personal Care Sponsor of the FIFA World Cup 2026.
The global campaign, led by Unilever Personal Care, will see more than 35 brands activate across the tournament, including Dove, Dove Men+Care, Rexona/Degree and Axe/Lynx, ensuring players, spectators, and fans remain “fresh for every stage.”
At the centre of the activation strategy will be creators and influencers across key global markets, ranging from sports fans and players to broadcasters, fashion, lifestyle, and beauty creators. The initiative aims to deliver immersive, social-first storytelling designed to help fans feel fresh, confident, and ready for every moment off the pitch.
As part of the campaign, Unilever will launch House of Fresh™, a dedicated creator hub across three host cities — Mexico City, New York, and Miami. The experiential space has been purpose-built for social media engagement, converting live participation into scalable social storytelling and commerce opportunities.
The company has also unveiled The Locker Room, a new 24/7 social media hub designed to deliver real-time responsive content across platforms including TikTok and YouTube. The initiative will be supported by creator experts, sports strategists, and community specialists to amplify cultural moments as they unfold during the tournament.
With the FIFA World Cup 2026™ expected to reach a global audience of around six billion, Unilever sees the tournament as a major opportunity to connect with consumers at scale by combining the emotional reach of live sports with the engagement and shareability of social platforms.
Afke van de Klashorst, Vice President of Integrated Brand Experience, Unilever Personal Care said, “The FIFA World Cup 2026™ is one of the biggest cultural moments on the planet. Our ambition is for our brands to show up in spaces where fandom lives and in ways that are authentic, native to social, and meaningful by bringing freshness and confidence to matchday moments that matter most for fans, players and spectators. This activation reflects how we’re engaging with sport not just as sponsorship, but as a platform to build brand desire and cultural relevance to drive superior growth.”
Romy Gai, Chief Business Officer, FIFA 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. 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.”
The activation forms part of Unilever’s broader strategy of leveraging cultural partnerships and global events to build emotionally resonant brand connections while driving long-term growth across its personal care portfolio.
