Written on: May 26, 2023 by SprayTM
Several personal care brands from Unilever have partnered with the Fédération Internationale De Football Association (FIFA) as official sponsors of the Women’s World Cup 2023. Rexona (also known internationally as Sure and Degree), Dove, Lifebuoy and Lux will sponsor the international soccer competition, to be held in Australia and New Zealand in July.
The partnership—which is the first time that FIFA has teamed with personal care brands across women’s, men’s and FIFA esports—will run through 2027 and include the FIFA World Cup 2026 and the FIFAe Finals.
As part of the agreement, FIFA and Unilever will collaborate with FIFA’s Women’s Development Program, which supports the continued growth of women’s football around the globe. Unilever will provide funding, human resources and support for tailored development programs surrounding the women’s game.
The FIFA Women’s World Cup 2023 is expected to be the biggest standalone women’s sporting event in the world, reaching an estimated two billion people. FIFA is targeting 1/5 million attendees across the tournament’s 64 matches.
“Working with the FIFA Women’s World Cup 2023, our brands will connect with an enormous and highly engaged audience,” said Fabian Garcia, Personal Care President at Unilever.
“This is a significant opportunity for them to engage a growing audience of women’s football fans, demonstrate relevance, and build brand power, while promoting gender equality in sports and supporting future generations of female athletes,” Garcia added.