Unilever’s personal care brands announced as UEFA Women’s EURO sponsor

March 10, 2025

Unilever and the Union of European Football Associations (UEFA) have confirmed a new partnership, naming select Unilever Personal Care and Food brands as Official Sponsors of UEFA Women’s EURO 2025.

Among the globally recognised brands involved in the sponsorship are Dove and Sure (also known as Rexona), reinforcing Unilever’s commitment to supporting major sporting events.

These brands are particularly known for their aerosol-based deodorants and personal care products, making them a key player in the global aerosol packaging industry. Unilever has been a leader in advancing sustainable aerosol packaging solutions, including compressed aerosols that use less propellant, recyclable materials, and reduced volatile organic compounds (VOCs), demonstrating its commitment to environmental responsibility.

This follows the company’s successful activation of UEFA EURO 2024, where it engaged 16 brands across 24 markets and 126,000 stores.

Fulvio Guarneri, General Manager of Unilever Personal Care Europe, commented: “This is an exciting opportunity for some of our biggest brands to tap into a big cultural moment and connect with millions of consumers who will be watching the UEFA Women’s EURO 2025. It’s a great time for women’s football, and this partnership fits perfectly with our Personal Care products which are all about feeling clean and confident, and taking part in sports.”