SHERIDAN, WYOMING – Feb. 6, 2025 – Unilever and The Union of European Football Associations (UEFA) have announced a major partnership, naming several of Unilever’s leading Foods and Personal Care brands as Official Sponsors of UEFA Women’s EURO 2025. This exciting collaboration builds on Unilever’s successful activation during UEFA EURO 2024, which spanned 16 brands, 24 markets, and over 126,000 stores. The upcoming tournament is projected to be the most-watched and attended UEFA Women’s EURO in history.
A Winning Combination: Unilever’s Power Brands Join the Lineup
Unilever's impressive portfolio, featuring household names like Hellmann’s, Knorr, Dove, and Rexona (also known as Sure), will take center stage as Official Sponsors. This strategic move allows Unilever to connect with a massive audience and showcase its diverse range of products through integrated campaigns that resonate with consumers both in and out of the stadium. A graphic featuring the UEFA Women’s EURO 2025 logo, alongside the tagline “Unilever and UEFA team up” and the logos of Simple, Dove, Axe, Rexona, Hellmann’s, Calve, Amora, and Knorr, visually represents the strength of this partnership.
Fueling Fans and Celebrating the Spirit of the Game
The tournament, scheduled to take place in Switzerland from July 2nd to 27th, is expected to break viewership and attendance records. Unilever recognizes the growing popularity of women's football and aims to capitalize on this momentum. By leveraging this powerful platform, the company will implement integrated campaigns designed to engage fans and promote its commitment to women’s sports.
Executive Insights: The Driving Force Behind the Partnership
Robbert de Vreede, General Manager Unilever Foods Europe, expressed his enthusiasm for the collaboration: “We are thrilled to partner with the UEFA Women's EURO 2025, enabling our Foods brands to connect with a large audience who come together enjoying the thrill of a football match with friends whilst sharing delicious foods. Just as a great BBQ brings people closer, football unites fans in a shared experience of passion and camaraderie. In this partnership we will create memorable moments that highlight the best of summer – good food, great company, and beautiful games.”
Fulvio Guarneri, General Manager Unilever Personal Care Europe, highlighted the strategic alignment of the partnership with Unilever's Personal Care brands: “This is an exciting opportunity for some of our biggest brands to tap into a big cultural moment and connect with millions of consumers who will be watching the UEFA Women’s EURO 2025. It’s a great time for women’s football, and this partnership fits perfectly with our Personal Care products which are all about feeling clean and confident, and taking part in sports. Together with our retail partners, we look forward to building on the success of last year’s men’s tournament, delivering unmissable campaigns across a variety of channels that celebrate the power of women’s football.”
Guy-Laurent Epstein, UEFA Marketing Director, emphasized the continued success of the partnership: “Building on the success of our collaboration last summer, we are delighted to be continuing our partnership with Unilever for UEFA Women’s EURO 2025. The support and interest in women’s football is on a sharp upward trajectory, and with Unilever’s portfolio of Food and Personal Care brands reaching billions of people every day, we look forward to celebrating the power of the game and bringing excitement to fans everywhere.”
Beyond the Game: Unilever’s Commitment to Women’s Sports
Unilever's sponsorship of UEFA Women's EURO 2025 goes beyond mere branding. The company is committed to enhancing the fan experience and actively promoting the growth of women's football. This includes initiatives designed to remove barriers to entry and inspire the next generation of female athletes. Fans can anticipate seeing Unilever's Foods and Personal Care brands prominently featured throughout the tournament, both on the field and in various fan engagement activities.
A Legacy of Sports Partnerships
This latest sponsorship reinforces Unilever's strong commitment to the global sports landscape. The company has a history of supporting major sporting events, including the FIFA Women’s World Cup 2023™, FIFA World Cup 2026™, the FIFA Women’s World Cup 2027™, the CAF Africa Cup of Nations, and the CONMEBOL Copa América.