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Unilever kicks off multi-brand partnership with UEFA EURO 2024

Unilever’s best-known nutrition and personal care brands sponsor UEFA EURO 2024.

UEFA is pleased to announce a first-time partnership with Unilever, a global leader in consumer goods, as an official sponsor of UEFA EURO 2024. Through this collaboration, Unilever will activate its renowned brands from both the Nutrition and Personal Care business groups during next year’s final tournament.

Beyond the sponsorship, Unilever's brands will collaborate with key retail partners throughout Europe to offer football fans some exciting opportunities, including ticket giveaways and special experiences both in official tournament fan zones and through retail promotions.

Unilever's nutrition brands, including Hellmann’s, Knorr, Colman’s, Amora, and The Vegetarian Butcher, will be visible across UEFA EURO 2024 and several sponsorship activations. The same applies to Unilever’s personal care products, such as 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

“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.”

Peter Dekkers, Unilever nutrition general manager Europe

“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.”

Fulvio Guarneri, personal care general manager Europe

"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.”

Note to media: 

CAA Eleven is UEFA’s exclusive marketing agency and manages commercial rights for UEFA national team football competitions, including the UEFA European Football Championship, the UEFA Nations League, the European Qualifiers, the UEFA European Under-21 Championship, and the UEFA European Futsal Championship.