With more than 8.3 billion people living on planet earth, Unilever-owned deodorant brand Lynx’s FIFA World Cup 2026 advertising campaign achieving seven billion in social reach has shown just how immense the power of football can be for beauty.
And what a year it was for football, with fans streaming the FIFA World Cup 2026 match highlights 67.3 million times, according to data from BBC iPlayer and BBC Sport, according to the BBC.
The final between Argentina and Spain on 19 July also drew an estimated 63 million combined US viewers across multiple networks, including broadcasting company Fox and Spanish-language streaming services Telemundo and Peacock.
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Unilever was well positioned to capitalise on this year’s World Cup craze, after being named as the official sponsor of the quadrennial sporting event in May
As part of the partnership, the UK consumer giant has released several limited edition products through its deodorant and body care brands Sure, Dove and Lynx – also known as Axe in the US, Latin America and parts of Europe.
But it is Lynx specifically which saw some of the most significant marketing gains during the event, says Caroline Gregory, Global Brand Director, Lynx/Axe.
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