UEFA expands Unilever partnership

The Union of European Football Associations (UEFA), the official governing body of football in Europe, has announced a partnership expansion with consumer goods company Unilever, which sees the latter become an Official Sponsor of UEFA Women’s EURO 2025.

The expansion will see Unilever brands Dove, Rexona, Knorr, and Hellmann’s sponsor the upcoming Women’s Euros, thus enjoying prominent branding across the tournament and integration into several of its campaigns.

The 2025 UEFA Women’s Championship is scheduled to take place between July 2 and 27 in Switzerland later this year. 

Guy-Laurent Epstein, UEFA Marketing Director, commented:

“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.“

Fulvio Guarneri, General Manager, Unilever Personal Care Europe, added:

“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.“

Robbert de Vreede, General Manager, Unilever Foods Europe, said:

“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.“