FIFA has announced Unilever personal-care brands as official sponsors of the FIFA Women’s World Cup Australia & New Zealand 2023.
The partnership will run through to 2027, include the 2026 FIFA World Cup and the FIFAe Finals, and mark the first time that FIFA has teamed up with personal-care brands across women’s, men’s and FIFA electronic sports (esports).
The 2023 FIFA Women’s World Cup is set to be the biggest standalone women’s sporting event in the world, reaching an estimated two billion people. FIFA is targeting 1.5 million attendees across the tournament’s 64 matches.
Collaboration
As part of the agreement, FIFA and Unilever will collaborate with the FIFA Women’s Development Programme. Launched in 2020, this initiative was designed to provide opportunities for women and girls and supports the continued growth of women’s football around the globe.
Unilever noted that it will provide funding, human resources and support for tailored development programmes, to tap into the upsurge in interest surrounding the women’s game.
Investing at all levels, from grassroots to FIFA’s top tournaments, Unilever will have the opportunity to supply a total of 80,000 gift packs containing personal-care products directly to fans at various FIFA events over the coming years.
‘Promoting Gender Equality’
“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,” Garcia 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,” said Fatma Samoura, FIFA secretary general. “Twenty twenty-three [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.”
© 2023 European Supermarket Magazine – your source for the latest A-brand news. Article by Robert McHugh. Click subscribe to sign up to ESM: European Supermarket Magazine.
