Unilever named as new major sponsor for 2023 FIFA Women’s World Cup

May 12, 2023

Events / Marketing / Sport /

Moving away from a potential controversial tournament sponsorship by agencies of the Saudi Arabian Government, world football governing body FIFA has announced that Unilever will be a partner for the upcoming FIFA Women’s World Cup 2023.

The sponsorship, which marks the first collaboration between FIFA and personal care products, will see Unilever brands Rexona (also known as Sure and Degree), Dove, Lifebuoy and Lux named as Official Sponsors of the tournament.

The partnership will run through to 2027 and include the FIFA World Cup 2026 and the FIFAe Finals, will see FIFA and Unilever collaborate with FIFA’s Women’s Development Program.

Launched in 2020, this initiative is designed to provide opportunities for women and girls and supports the continued growth of women’s football around the globe. Unilever will provide funding, human resources, and support for tailored development programs to tap into the upsurge in interest surrounding the women’s game.

The collaboration will build on existing projects by Unilever brands, which aim to have a positive impact on communities. Recent work has included Rexona’s Breaking Limits program, which provides funding for community sports and helps young people overcome barriers to being active. While the Dove Self-Esteem Project has been inspiring body confidence in the next generation of girls since launching in 2004, reaching over 94 million young people to date.

Investing at all levels from grassroots to FIFA’s top tournaments, Unilever will have the opportunity to supply a total of 80,000 gift packs containing personal care products direct to fans at various FIFA events over the coming years.

Commenting on the partnership, Unilever Personal Care President, Fabian Garcia stated “working with the FIFA Women’s World Cup 2023, our brands will connect with an enormous and highly engaged audience.

“This is a significant opportunity for them 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, added “Unilever has some of the world’s biggest and most impactful consumer brands, and we’re incredibly excited for them to join us on our journey to Australia and Aotearoa New Zealand. 2023 is going to be a landmark moment for women’s football, and Unilever are the ideal sponsor to help us grow the game globally - this year and beyond.”

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