UEFA breaks new ground with multi-brand Euro 2024 sponsorship with Unilever

December 6 – UEFA has secured a first-time partnership with FMCG giant Unilever with sponsorship activation during Euro 2024 for its personal care and nutrition brands.

Brands promoted will include Hellmann’s, Knorr, Colman’s, Amora, and The Vegetarian Butcher from the Nutrition business group, and personal care products including Rexona (also known as Sure, Shield, and Degree globally), Dove Men+Care, Axe (Lynx in the UK), Radox, and Dusch Das.

Guy-Laurent Epstein, Marketing Director at UEFA, said: “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.”

As well as branding across UEFA real estate at stadiums and digitally, and the right to use the UEFA 2024 assets, Unilever will work with key retail partners throughout Europe on promotions including ticket giveaways and special experiences both in official tournament fan zones and through retail promotions.

Peter Dekkers, Unilever nutrition general manager Europe, said: “The enjoyment of food plays such an important role in how we come together with friends and family over sporting events, whether we are watching together with thousands of others in stadiums or cheering from the comfort 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.”

No value was given for the sponsorship but the deal, secured by UEFA’s marketing partner CAA Eleven, is a significant breakthrough for the European governing body.

Fulvio Guarneri, personal care general manager Europe, added: “It is a great source of pride for us to be supporting UEFA’s men’s competition. 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.”

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