Unilever Partners With UEFA Women’s EURO 2025
Unilever's sponsorship of UEFA Women’s EURO 2025 showcases the growing value of women’s sports marketing and how strategic partnerships drive brand engagement and inclusivity globally.
Unilever has secured official sponsorship of the UEFA Women’s EURO 2025, with brands such as Hellmann’s, Knorr, Dove, and Rexona supporting the event.
This builds on Unilever’s previous sponsorship of UEFA EURO 2024, activating 16 brands across 24 markets and 126,000 stores.
The tournament takes place in Switzerland (2–27 July) and is expected to be the most attended and viewed UEFA Women’s EURO.
Unilever aims to integrate its Foods and Personal Care brands through various fan engagement campaigns on and off the pitch.
The partnership strengthens Unilever’s sports presence, complementing sponsorships with the FIFA Women’s World Cup 2023™ and the FIFA World Cup 2026™.
Studies project significant expansion in the global women’s sports market. Viewership has also increased substantially, with a record 22.6 million people watching three or more minutes of women's sports between January and May 2024, surpassing the previous high of 22.0 million during the same period in 2023. As a result, more brands are investing in women's sports, with a 22% increase in brand deals across leagues, teams, and athletes last year.
Unilever's new partnership with UEFA for the Women’s EURO 2025 showcases the growing significance of strategic sponsorships in sports marketing. By aligning with one of Europe’s most prestigious football tournaments, Unilever enhances the visibility of its renowned brands, including Hellmann’s, Knorr, Dove, and Rexona. This partnership underscores how global brands can tap into the cultural and emotional power of sports to connect with consumers on a personal level.
Leveraging the high profile of the UEFA Women’s EURO 2025, Unilever’s portfolio of Food and Personal Care brands will be prominently featured across multiple touchpoints. With an audience that spans billions globally, this partnership elevates the brands and drives consumer engagement in innovative and authentic ways. The success of such a partnership lies in connecting with fans in their everyday lives, both on and off the pitch, fostering deeper brand loyalty.
Unilever's history of leveraging large-scale sporting events, such as the FIFA Women’s World Cup 2023™, strengthens its position as a key player in global sports sponsorship. These partnerships provide unique opportunities to reach diverse audiences and deliver impactful, multi-channel campaigns. For brands like Unilever, sports sponsorships offer not just visibility, but the chance to demonstrate commitment to social causes, such as supporting women’s sports.
As women's sports continue to gain traction, Unilever's sponsorship of UEFA Women's EURO 2025 aligns perfectly with their brand values of confidence and empowerment. The partnership offers Unilever a unique opportunity to connect deeply with a passionate fan base while promoting its Personal Care products. With a growing audience, this collaboration enhances Unilever’s presence and strengthens its position in a rapidly expanding market.
For UEFA, partnerships like this are essential for sustaining and expanding the appeal of women’s football. The collaboration with Unilever enhances the fan experience and promotes inclusivity, breaking down barriers to entry for new fans. By tapping into Unilever’s vast reach, UEFA can ensure that the excitement around women’s football continues to build, attracting more supporters and driving growth for the sport and other women’s sports internationally.
This partnership is about sponsorship and creating memorable, engaging campaigns that celebrate women’s football. Unilever’s involvement in UEFA Women’s EURO 2025 highlights the growing importance of supporting women’s sports and driving change within the industry. In doing so, both UEFA and Unilever are leading the charge in shaping the future of women’s football, creating a lasting impact for fans, players, and future generations worldwide.