Written on: May 1, 2026 by SprayTM
With the World Cup set to take place this Summer, Unilever is unleashing a raft of limited-edition products and new innovations across its Sure, Dove and Lynx brands as part of its official sponsorship of the FIFA World Cup 2026.
Marking its first major sports sponsorship, Lynx, the UK male toiletries brand, has introduced a new Marshmallow Smoke variant to its premium Fine Fragrance collection as part of the brand’s campaign; Marshmallow Smoke is available in a gold, limited-edition Lynx World Cup design. The Lynx Africa range is also receiving a special World Cup refresh, and Lynx has also expanded its core range with a new Number 10 body spray and shower gel, also initially available in Lynx World Cup branding.
Dove Men+Care is rolling out two limited-edition deodorants—including the Dove Men+Care Advanced 72hr FIFA Active Comfort spray—and a limited-edition 3-in-1 Active Comfort Hair, Face & Body Wash, designed exclusively for the FIFA World Cup 26. Dove Men+Care will also drop a mass-market and social-first campaign for the tournament, centered on care, utilizing the line “Care for your skin like you care for the game.”
Complementing this, Dove has introduced limited-edition packaging for one of its most popular products, the Dragon Fruit Advanced Body Wash & Deodorant for female shoppers. Whilst the world will be talking about men’s teams during the tournament, Dove will also engage consumers with dedicated activity applauding women and girls and their involvement in sport.
UK deodorant brand Sure is unveiling three new limited-edition designs across its Nonstop aerosol range, each featuring unique, rotating World Cup-themed artwork. Additionally, Sure will launch its the new cooling range, available in both aerosol and roll-on formats, to help keep fans cool during the sweaty and emotional rollercoaster this summer. Sure will also activate a World Cup campaign featuring ambassador Cole Palmer, launching with a 100-day countdown and peaking during key moments in the football calendar.
Lastly, UK shower and bath brand Radox joins the line-up with a limited-edition Feel Energized FIFA World Cup 26 shower gel.
