Unilever and The Union of European Football Associations (UEFA) have named brands from Unilever’s Personal Care and Food brands Business Groups as Official Sponsors of UEFA Women’s EURO 2025.
Some of the corporation's best-known Personal Care and Food brands - including Dove and Sure (also known as Rexona) will be Official Sponsors of UEFA Women’s EURO 2025.
The partnership builds on Unilever’s previous sponsorship of the UEFA EURO 2024, in which it activated across 16 brands, 24 markets, and over 126,000 stores.
The tournament, set to take place in Switzerland this summer (2–27 July), is anticipated to be the most viewed and attended UEFA Women’s EURO to date.
With the game’s growing popularity, Unilever aims to leverage the platform to showcase its portfolio of brands with integrated campaigns that reach consumers in, at, around and away from the stadium.
Fulvio Guarneri, general manager Unilever personal care Europe said: “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.”
The partnership will see the brands activate a range of initiatives designed to enhance the fan experience and promote the company's commitment to growing the women’s game, removing barriers to entry, and inspiring the next generation.
Fans can expect to see Unilever's Personal Care and Food brands prominently featured throughout the tournament, both on and off the pitch.
Unilever’s personal care brands announced as UEFA Women’s EURO sponsor
