Unilever partners with FIFA’s Women’s World Cup

Unilever's personal care brands, including Rexona and Dove, partner with FIFA Women's World Cup 2023 to promote gender equality in sports. Photo: Unilever

Unilever personal care brands, including Rexona, Dove, Lifebuoy, and Lux, have been unveiled as Official Sponsors of the FIFA Women’s World Cup Australia & New Zealand 2023™, marking the first time FIFA has partnered with personal care brands across women’s, men’s, and FIFA esports. The partnership will run through to 2027, including the FIFA World Cup 2026™ and the FIFAe Finals.

As part of the agreement, FIFA and Unilever will work together to support FIFA’s Women’s Development Programme, which provides opportunities for women and girls and supports the growth of women’s football globally. Unilever will provide funding, human resources, and support for tailored development programs to tap into the increasing interest surrounding the women’s game.

The FIFA Women’s World Cup 2023 is set to be the biggest standalone women’s sporting event in the world, reaching an estimated 2 billion people. FIFA aims to have 1.5 million attendees across the tournament’s 64 matches, providing many opportunities to inspire more women and girls to get involved in the sport.

The partnership builds on existing projects by Unilever brands, including Rexona’s Breaking Limits program, which funds community sports and helps young people overcome barriers to being active. The Dove Self-Esteem Project has also been inspiring body confidence in the next generation of girls since launching in 2004, reaching over 94 million young people to date.

Unilever will have the opportunity to supply 80,000 gift packs containing personal care products to fans at various FIFA events over the coming years. Fabian Garcia, Personal Care President at Unilever, said the partnership presents a significant opportunity for the company’s brands 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.

FIFA Secretary General, Fatma Samoura, expressed excitement about the partnership, stating that Unilever is the ideal sponsor to help grow the game globally. The partnership will promote gender equality in sports and support future generations of female athletes, which aligns with FIFA’s Women’s Development Programme.

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Launched in 2006, gsport exists to enhance the commercial prospects of our women athletes, and other women in sport, by telling the inspiring story of SA women in sport. Thank you for your contribution!

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