How did Unilever connect its brands with fans for the FIFA World Cup 2026™? As Official Personal Care Sponsor, Unilever had over 35 brands activating at scale, working with 50,000+ creators, to reach an audience of 6 billion+ viewers throughout the tournament. Brand leaders from Dove, Rexona, Dove Men+Care and Axe joined us in The Locker Room, Unilever’s 24/7 content creation space, to share the insights and inspiration behind their World Cup activations. For Dove, it was about putting girls at the forefront with campaigns that champion body confidence and the power of sport to boost self-esteem. Rexona showed up during games as the official substitution boards and extra time sponsor, with its signature tick emblazoned under the arms of the fourth officials’ shirts. Dove Men+Care reminded men to care for their skin like they care for the game, with ads soundtracked by football anthem Seven Nation Army by The White Stripes. And Axe reminded fans that they could still ‘Smell Your Best When You Look Your Worst’, with locally tailored versions of the campaign rolling out across markets. Hear more from our teams in this video. #UnileverBrands #UnileverPCXFIFAWorldCup #FreshForTheGame #FIFAWorldCup

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