UNILEVER PERSONAL CARE’S FIFA World Cup 2026 campaign will activate over 35 brands, including Dove, Dove Men+Care, Rexona/Degree, and Axe/Lynx.
The campaign is built around creator-led, social-first content across its largest markets, spanning sports fans, players, sportscasters, and lifestyle and beauty influencers.
The activation includes House of Fresh, a dedicated creator hub across three host cities — Mexico City, New York, and Miami — designed for social media content and social selling. Unilever has also launched The Locker Room, a 24/7 social media hub to deliver real-time content across TikTok and YouTube throughout the tournament.
Unilever Personal Care vice president of Integrated Brand Experience Afke van de Klashorst 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.”
FIFA chief business officer Romy Gai commented: “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.”
The activation is part of Unilever’s broader strategy of engaging with major cultural events, combining global reach with creator-led storytelling to drive brand growth and fan connection.
