Skip to content
Search
AI Powered
Latest Stories

Unilever kicks off multi-brand partnership with UEFA EURO 2024

Unilever kicks off multi-brand partnership with UEFA EURO 2024

Unilever and The Union of European Football Associations (UEFA) have today named brands from Unilever’s Nutrition and Personal Care Business Groups as Official Sponsors of UEFA EURO 2024.

From Unilever’s portfolio of household favourites, the Nutrition brands that will activate throughout UEFA EURO 2024 include Hellmann’s, Knorr, Colman’s and The Vegetarian Butcher. Building on Unilever Personal Care’s record of sponsoring major sporting events and building a love of sport at a community level, Sure (also known as Rexona, Shield and Degree globally), Dove Men+Care, Lynx (also known as Axe globally) and Radox are also Official Sponsors.


As the world’s most popular sport, actively followed by 67 per cent of Europeans, millions of people will come together over their shared love of the game. It is anticipated that UEFA EURO 2024 will attract a cumulative live audience of five billion people worldwide. UEFA EURO 2024 will welcome 2.7 million fans in person as they watch 51 matches across 10 German cities.

“The enjoyment of food plays such an important role in how we come together with friends and family over sporting events, whether we’re watching together with thousands of others in stadia or cheering from the comforts Unilever and UEFA kick off multi-brand partnership with UEFA EURO 2024," said Peter Dekkers, Nutrition General Manager Europe, Unilever. "Unilever Nutrition brands are proud to be part of this huge European event, which also has global appeal, and to reach more people through their love of football.”

Fulvio Guarneri, Personal Care General Manager Europe said: “It is a great source of pride for us to be supporting UEFA EURO 2024. Our Personal Care brands are all about helping people to feel clean and confident, and to participate in sports, so this is a great way to engage with the millions of consumers who will be coming together during the tournament, whether supporting their national teams or building a love of football in communities”

“We are delighted to announce our partnership with Unilever for UEFA EURO 2024, a collaboration that celebrates a shared passion and commitment to connecting with football fans across Europe and the world," said Guy-Laurent Epstein, Marketing Director at UEFA. “Unilever’s nutrition and personal care brand portfolio reaches billions of people every day, and I am confident that together we will bring a new dimension of engagement and excitement to fans everywhere.”

In the lead up to and throughout the tournament, Unilever’s brands will work alongside key retail partners across Europe and create opportunities for shoppers to win tickets and enjoy special fan experiences. The brands will also activate in official fan zones at the tournament.

More for you

Raj Patel

Raj Patel

National Lottery retailers help raise landmark £50bn for good causes

Today, on The National Lottery’s 30th birthday, operator Allwyn is announcing that, through selling tickets, National Lottery retailers have helped players raise a landmark £50 billion for Good Causes since 1994 – funding an incredible 700,000 individual projects across the UK.

Allwyn is also announcing that National Lottery retailers have now earned over £8 billion in sales commission since the first draw on Saturday 19 November 1994.

Keep ReadingShow less
Bacardi Cocktail

Brits ditch tea for G&T

Nearly half of Brits (44%) say they would prefer a G&T to a cup of tea when getting together with friends, according to a new survey by spirits major Bacardi Limited.

The UK consumer survey was conducted as part of the sixth annual Bacardi Cocktail Trends Report which anticipates the key trends redefining global cocktail culture and the spirits business in 2025.

Keep ReadingShow less
Tractors take to the streets of Westminster as demonstrators attend a farmers rally on November 19, 2024 in London, England. Thousands of farmers descended on central London to protest against changes to inheritance tax announced in the budget last month. The farmers argue that the changes will destroy family farms and that the nation's food security is at risk, while the government says that the change will likely affect only around 500 larger estate farms. (Photo by Carl Court/Getty Images)

Tractors descend on Westminster as farmers protest begins

Thousands of British farmers today (19) are set to march to Parliament Square to protest against the end of an inheritance tax exemption that has helped family farms pass down the generations, saying the move will threaten food production.

First unveiled in chancellor Rachel Reeves’s Budget, the plans to impose inheritance tax on farms worth more than £1m have sparked fury among rural communities, who have contested the government’s assertion that small family farms will not be impacted by the changes.

Keep ReadingShow less
Bestway launches Christmas 'Profit Express' campaign

Bestway launches Christmas 'Profit Express' campaign

Retailers are invited to board Bestway’s Profit Express’ train as Bestway Wholesale launches its major Christmas campaign to its B2B customers across its nationwide depots, allowing retailers to access to its leading festive deals to drive shopper footfall against the backdrop of the theatre. The campaign will be live until Thursday 2 January 2025 giving customers the elevated, engaging and high impact theatre they have become famous for over the last three years.

In collaboration with key suppliers, the ‘Profit Express’ festive campaign delivers all the magic of theatre and festive fun, ensuring exceptional visibility and engagement for its expected 80,000 retailers shopping the Christmas campaign.

Keep ReadingShow less
imperial brands

Pricing and Next Generation Products surge boost Imperial Brands revenue and profits

Imperial Brands has reported a robust performance for the fiscal year ending September 30, 2024, helped by strong cigarette prices and rise in its Next Generation Products (NGP) segment.

The group, whose brands include Golden Virginia tobacco, Rizla rolling papers, Winston cigarettes and the vaping brand blu, delivered a 4.6 per cent increase in tobacco and NGP net revenue on a constant currency basis. This was driven by strong pricing in the tobacco segment, which offset a 4 per cent decline in volume, and a remarkable 26.4 per cent rise in NGP revenue.

Keep ReadingShow less