Business · Trade · 10 hrs ago
Unilever uses FIFA World Cup partnership to promote products in 120 markets
Unilever has used its FIFA partnership to promote products in more than 120 markets ahead of the 2026 World Cup.
The agreement began in 2023 and runs for five years, covering the men’s and women’s World Cups through 2027.
The company has promoted more than 35 personal-care brands and launched over 180 limited-edition products linked to the tournament.
It has also backed them with store promotions, online shopping content and events, aiming to connect watching football with trying and buying products.
Unilever’s core sales rose 5.2% in the third quarter of 2026, while personal-care sales increased 6.3%.
The campaigns generated large digital reach, but views do not necessarily mean unique customers or actual purchases.
The partnership shows how sports sponsorship can support product distribution and sales, not just advertising.
Unilever used its partnership with FIFA during the 2026 World Cup to promote products in more than 120 markets.
The five-year partnership, which began in 2023, covers men’s and women’s World Cup tournaments through 2027.
Unilever ran campaigns across more than 35 personal-care brands and launched more than 180 limited-edition products.
The company reported 5.2% growth in underlying sales in the third quarter of 2026.
Its Axe campaign generated about 7 billion social-media impressions, according to a report by Forbes.
- Who
- Unilever, through its partnership with FIFA.
- What
- It promoted products through World Cup campaigns, special editions and retail activities.
- When
- During the 2026 World Cup. The partnership began in 2023.
- Where
- In more than 120 markets.
- Why
- To expand product reach and support sales by linking World Cup promotion with product discovery and purchase.
This story does not have two clearly opposing sides.
Unilever began its partnership with FIFA under a five-year agreement.
Unilever reported 5.2% growth in underlying sales and 6.3% growth in personal-care sales.
Unilever used the tournament partnership to promote products in more than 120 markets.
- Markets
- More than 120
- Agreement
- Five years, beginning in 2023 and covering tournaments through 2027
- Brands
- More than 35 personal-care brands
- Limited-edition products
- More than 180
- Underlying sales growth
- 5.2% in the third quarter of 2026