Unilever’s personal care brands have been named as the official sponsors of the FIFA Women’s World Cup 2023.
The deal, which will run through to 2027, will also include the men’s FIFA World Cup 2026 and the esports FIFAe Finals.
Including Unilever’s Dove, Lifebuoy and Lux brands, as well as deodorant label Rexona (also known as Sure and Degree), it marks the first time that the international football association has partnered with a personal care provider.
This year’s tournament takes place in Australia and New Zealand from 20 July to 20 August.
As part of the agreement, FIFA and Unilever will collaborate with FIFA’s Women’s Development Programme, launched in 2020.
The initiative aims to provide opportunities for women and girls and supports the growth of women’s football worldwide.
Unilever will provide funding, human resources and support for development programmes to tap into interest surrounding the women’s game.
It will also supply a total of 80,000 gift packs containing personal care products direct to fans at various FIFA events in coming years.
“Working with the FIFA Women’s World Cup 2023, our brands will connect with an enormous and highly engaged audience,” said Fabian Garcia, Personal Care President at Unilever.
“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’s 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.”
The announcement is the latest collaboration between the worlds of grooming and women’s football.
Earlier this month, former Arsenal footballer Alex Scott, who now works as a TV sports presenter, was named the new brand ambassador for L’Oréal’s Garnier brand.
That followed 2022’s news that digital beauty pioneer Il Makiage would partner with Arsenal Women, launching a ‘Focus on My Game Face’ campaign, and Venus’ onboarding of England Lioness Lotte Wubben-Moy to tackle skin consciousness in sport.
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