

Inside Unilever Personal Care’s FIFA World Cup 2026™ sponsorship
Unilever is connecting brands with fans for its biggest ever sports sponsorship at the FIFA World Cup 2026™. From stadiums to stores to online streams, Personal Care is turning match-day passion into brand engagement beyond the final whistle.
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Frequently asked questions
What is Unilever’s FIFA partnership and how long does it run?
Unilever signed a five-year partnership with FIFA in 2023, covering men’s, women’s and esports competitions as part of an integrated global agreement. The partnership, which includes the FIFA Women’s World Cup 2027™ in Brazil, is designed to enhance the fan experience on and off the pitch while driving brand desire and cultural relevance across Unilever’s Personal Care portfolio.
What brands are included in Unilever’s FIFA World Cup 2026™ campaign?
The FIFA World Cup 2026™ marks Unilever’s largest-ever sports partnership activation, with 35+ brands activating across 120+ markets. We are proud to be bringing the power of our brands to billions of fans around the world. Football has the power to unite people globally through passion, belonging and shared emotion wherever they are, from stadiums to online streams. Our mission is simple: bring freshness, confidence and care to every fan, every player, at every stage of the tournament.
Unilever’s global activation includes Power Brands such as Dove, Dove Men+Care, Rexona/Degree, Axe/Lynx, Pepsodent and Paula’s Choice, all tailored with market-specific campaigns and limited-edition products.
How is Unilever activating its brands at the FIFA World Cup 2026™?
As Official Personal Care Sponsor, Unilever is activating 35+ brands across 120+ markets with 180+ limited-edition products available in millions of retail locations. The activation is powered by creators, with more than 50,000 creators engaged globally. It is built on two flagship initiatives. House of Fresh™ is a creator-first experiential hub operating in Mexico City, New York and Miami, purpose built for social media feeds and social selling. The Locker Room is a 24/7 social media hub delivering real-time, culturally responsive content across platforms including TikTok and YouTube. Unilever’s social-first activation is running alongside TV, out-of-home and in-store activations.
Brands activating include Dove, Dove Men+Care, Axe, Rexona, LUX, Pepsodent and Closeup, each showing up with its own distinct identity and culturally relevant campaign.
What are House of Fresh™ and The Locker Room?
House of Fresh™ is Unilever Personal Care’s dedicated in-person creator hub built for the FIFA World Cup 2026™. It operates across three tournament host cities, Mexico City, New York and Miami, and is designed to bring Personal Care Power Brands into football culture through immersive experiences, live moments and creator-led content that is purpose built for social media feeds.
The Locker Room is Unilever Personal Care’s 24/7 social media hub, staffed by a dedicated team of creator partners, community experts and sports strategists. It delivers real-time, culturally responsive content across social platforms as tournament moments unfold, keeping Unilever’s brands at the heart of cultural conversations throughout the competition.
How is Unilever managing the supply chain and technology behind the FIFA World Cup 2026™ activation?
Unilever is using AI-driven demand modelling to forecast and lock production of 180+ limited-edition products across 35+ brands, ensuring availability in millions of retail locations across 120+ countries.
On the technology side, over 18,000 digital assets have been submitted since August 2025, with 8,000+ FIFA assets approved, 500+ cross-functional users and 5,000+ assets processed per month[AY2.1]. Dedicated Personal Care content studios have been built in London, Hoboken and São Paulo. The operation is underpinned by Unilever’s GDT infrastructure covering cloud hosting, data analytics, cyber security, identity management and enterprise communications, enabling the activation to operate at global scale safely, compliantly and with commercial impact.
What is Unilever’s Desire at Scale strategy and how does it apply to the FIFA World Cup 2026™?
Desire at Scale is Unilever’s strategy to build brand desirability through premium design, cultural relevance and superior consumer experiences at every touchpoint. As Official Personal Care Sponsor of the FIFA World Cup 2026™, our activations bring this to life through three pillars: driving desire through limited-edition products and social-first content; embedding brands in football culture and fan rituals; and winning in commerce by converting attention into purchase via retail, bundles and digital channels. Together, these pillars turn the world’s biggest sporting event into sustained growth and commercial impact.