UEFA has agreed a major sponsorship deal with Unilever ahead of the UEFA Euros 2024 in Germany this summer.
The agreement sees several brands from Unilever’s nutrition and personal care business groups named as official sponsors of the men’s football tournament.
Some of the British consumer good company’s biggest names, including Hellmann’s, Knorr, Dove, Radox, and Rexona (also known as Sure) are included in the deal.
Colman’s, Amora, The Vegatarian Butcher, Dusch Das, Axe (Lynx), and Calve are also all part of the agreement.
As well as branding featuring throughout the tournament, activations will also include ticket giveaways and special experiences for football fans, as well as activating in official fan zones at the tournament.
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, commented, “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”.
Guy-Laurent Epstein, Marketing Director at UEFA, added, “We are delighted to announce our partnership with Unilever for UEFA Euro 2024, a collaboration that celebrates a shared passion and commitment to connecting with football fans across Europe and the world.
“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.”
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