UEFA has extended its partnership with Unilever to expand over to women’s football, becoming an official sponsor of the UEFA Women’s EURO 2025.
The consumer goods company’s brands, such as Hellmann’s, Knorr, Dove and Rexona, will become official sponsors of the tournament this summer, set to take place 2-27 July in Switzerland.
Unilever will begin to promote and integrate campaigns alongside organisers of the Women’s EURO 2025 inside stadiums across Switzerland and commercially.
Robbert de Vreede, General Manager of Unilever Foods, Europe, said: “We are thrilled to partner with the UEFA Women’s EURO 2025, enabling our foods brands to connect with a large audience who come together enjoying the thrill of a football match with friends whilst sharing delicious foods.
“Just as a great BBQ brings people closer, football unites fans in a shared experience of passion and camaraderie. In this partnership we will create memorable moments that highlight the best of summer – good food, great company, and beautiful games.”
Similar to Unilever’s partnership for the men’s UEFA EURO 2024 tournament, the company’s brands will perform several activations committed to growing the women’s game and increase adoption amongst younger viewers.
For its EURO 2024 campaign, Unilever enlisted the services of England international Jack Grealish for its UK activities. The company may opt for a similar promotional campaign this summer for Women’s EURO 2025, with the England national team boasting some of the best players in the game, such as Chelsea duo Lucy Bronze and Laura James.
Guy-Laurent Epstein, UEFA Marketing Director, added: “Building on the success of our collaboration last summer, we are delighted to be continuing our partnership with Unilever for UEFA Women’s EURO 2025.
“The support and interest in women’s football is on a sharp upward trajectory, and with Unilever’s portfolio of Food and Personal Care brands reaching billions of people every day, we look forward to celebrating the power of the game and bringing excitement to fans everywhere.”
