Unilever is rolling out a new activation tied to its FIFA
World Cup sponsorship, tapping Soccer Hall of Famer Clint Dempsey to promote sweepstakes across Dove Men+Care, Degree and Axe.
Fans who purchase special gift packs from the three personal care
brands can enter for a chance to win tickets to World Cup matches, along with prizes including watch-party experiences, home entertainment upgrades and gaming packages. Tournament play begins in
June.
The Dempsey promotion is part of Unilever’s broader, multiyear partnership with FIFA, which spans men’s, women’s and esports competitions. The company says the effort
is designed to pull fans closer to the game while aligning its brands with one of the world’s largest cultural events.
“The FIFA World Cup is more than a sporting event. It’s
a global cultural phenomenon,” said Laura DiMiceli, head of sports marketing and partnerships for Unilever Personal Care, in an email to Marketing Daily. “This audience is young,
digitally native, and deeply engaged through social platforms, gaming, and watch parties, making it an ideal fit for brands like AXE, Dove Men+Care, and Degree.”
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The stakes are high.
Sports Illustrated reports that FIFA expects more than five million fans to attend the tournament’s 104 matches across Canada, Mexico and the U.S., with more than six billion people
projected to engage through broadcasts, streaming and highlights. Marketing and sponsorship contracts tied to the World Cup are expected to generate between $2.5 billion and $3 billion, potentially
making it the most-watched sporting event in history.