Unilever kicks off multi-brand partnership with UEFA EURO 2024(TM)

Sample article from our Food & Beverage

December 6, 2023 (press release) –


Average read time: 2 minutes

Unilever and The Union of European Football Associations (UEFA) have today named brands from Unilever’s Nutrition and Personal Care Business Groups as Official Sponsors of UEFA EURO 2024TM.

  • Some of Unilever’s best-known Nutrition and Personal Care brands, from Hellmann’s and Knorr to Dove and Rexona (also known as Sure) named as Official Sponsors of UEFA EURO 2024TM.
  • Sponsorship activity alongside Unilever’s key retail partners will include ticket giveaways and special experiences for football fans.
  • UEFA EURO 2024TM is expected to attract a live audience of around 5 billion people worldwide bringing people together as they watch the tournament.

From Unilever’s portfolio of household favourites, the Nutrition brands that will activate throughout UEFA EURO 2024TM include Hellmann’s, Calve, Knorr, Colman’s, Amora, and The Vegetarian Butcher. Building on Unilever Personal Care’s record of sponsoring major sporting events and building a love of sport at a community level, Rexona (also known as Sure, Shield and Degree globally), Dove Men+Care, Axe (Lynx in the UK), Radox and Dusch Das are also Official Sponsors.

As the world’s most popular sport, actively followed by 67% of Europeans 1 , millions of people will come together over their shared love of the game. It is anticipated that UEFA EURO 2024TM will attract a cumulative live audience of 5 billion people worldwide. UEFA EURO 2024TM will welcome 2.7 million fans in person as they watch 51 matches across 10 German cities.

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 2024TM. 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.”

In the lead up to and throughout the tournament, Unilever’s brands will work alongside key retail partners across Europe and create opportunities for shoppers to win tickets and enjoy special fan experiences. The brands will also activate in official fan zones at the tournament.


Global Web Index; All Adults aged 16-65 year old; Markets (15): Austria, Belgium, Czech Republic, Denmark, France, Germany, Greece, Ireland, Italy, Netherlands, Norway, Romania, Spain, Sweden, UK​ / Wave: Q4 2022​ / N: ~70,000

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Dan Rivard
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