FIFA freshens up with creator-led Unilever deal

FIFA has partnered with consumer goods company Unilever, appointing it as the official personal care sponsor for the upcoming FIFA World Cup 2026.

The agreement features a creator-focused campaign targeting international markets, designed to globally activate more than 35 of Unilever’s personal care brands ahead of the global tournament, including Dove, Rexona, Axe, and Lynx.

As part of the collaboration, Unilever has launched ‘House of Fresh’, featuring dedicated physical, in-person creator hubs to produce social media content.

Additionally, the brand has established a 24/7 social media command centre dubbed ‘The Locker Room’ to produce and deliver real-time content across platforms such as TikTok and YouTube throughout the event. A team of creator experts and football strategists has been assembled to manage cultural moments as they unfold.

Afke van de Klashorst, Vice President of Integrated Brand Experience, Unilever Personal Care, said, “The FIFA World Cup 2026™ is one of the biggest cultural moments on the planet. Our ambition is for our brands to show up in spaces where fandom lives and in ways that are authentic, native to social, and meaningful by bringing freshness and confidence to matchday moments that matter most for fans, players and spectators. This activation reflects how we’re engaging with sport not just as sponsorship, but as a platform to build brand desire and cultural relevance to drive superior growth.”

Romy Gai, Chief Business Officer, FIFA, said, “The FIFA World Cup 2026™ will be the most socially connected and inclusive tournament in our history. Football today lives in real time, in culture and on social platforms – and this tournament is designed to be experienced, shaped and shared by fans wherever they are. Working with partners like Unilever helps turn moments on the pitch into meaningful conversations off it, reaching new generations and making the power of football more accessible, inclusive and impactful than ever before.”