A step-by-step journey
Over the past decade, Unilever has reshaped its approach to sports sponsorship, gradually building partners and proving effectiveness before expanding.
Unilever’s brands, including Dove, Sure and Radox, are now part of some of the world’s most recognised sporting events. From partnerships with England Rugby to major Premier League football teams, and international football tournaments, the focus is on achieving scale and presence at major cultural moments.
We sat down with Chris Barron, General Manager for Personal Care UK and Ireland, to learn more.
“Sport has an unmatched ability to bring people together - it inspires passion, pride and emotional connection. Our research shows that 63% of consumers are more likely to buy from a brand that aligns itself with something they are passionate about[a], while 74% feel more loyalty to a brand that is involved with sport[b]. This insight underpins our belief that meaningful partnerships in sport can drive both brand love and performance.
“By aligning our brands with moments that matter to fans, we build relationships rooted in shared values and experiences. This connection helps our brands stay relevant, trusted and front of mind. These partnerships have not only built trust, but also delivered measurable business growth, and driven brand awareness, market share and deeper consumer engagement.
We are looking for scale. It’s about targeting the biggest events and communities to leverage growth, while telling stories that connect emotionally with people.
Chris Barron, General Manager for Personal Care UK and Ireland
Championing women’s sport
A key focus of Unilever’s strategy is partnering on women’s sport, which continues to grow rapidly and attract new audiences. As Official Sponsors of UEFA Women’s EURO 2025™ and Women’s Rugby World Cup 2025 this summer, our brands played a role in increasing visibility and participation for women and girls, while connecting with passionate communities of female fans and players.
Through initiatives like the Dove Self-Esteem Project, Unilever is tackling barriers that prevent girls from continuing in sport. “We really understand the insight that 50% of women and young girls are giving up sport before they want to, or need to, because of body confidence or self-esteem,” says Chris. “That’s something we really want to address.
“By being part of the growing movement in women’s sport, we are building deeper engagement and loyalty among shoppers who value brands that show up for the issues that they care about.”
Supporting communities from the ground up
Community engagement plays an equally significant role in Unilever’s approach. It invests in programmes that reach young people through schools and local initiatives, ensuring that opportunities in sport are open to everyone.
Chris explains, “The more you see the opportunity to partner with sports organisations who want to talk about their grassroots programmes and make opportunities for children and young people to play sport, the more likely it is you’ll get those really magic touchpoints.
“By combining large-scale visibility with genuine grassroots involvement, we are strengthening brand connection and long-term loyalty. These partnerships help our brands form deeper relationships with fans, families and aspiring athletes. These relationships translate into sustained growth and brand love.”
Looking ahead
Next year will see the biggest single-sporting event to date and as Official Sponsors of the FIFA World Cup 2026™, we will continue to reflect our brands’ focus on social-first marketing and cultural connection. With Unilever planning to allocate half of its advertising investment to social media, the aim is to build stronger engagement between fans and brands across digital platforms.
“There’s both a long-term journey and a short-term shift,” says Chris. “That’s why, we’re focused on creating Desire at Scale across our portfolio, enabling our brands to connect with consumers through culture and social-first creativity.
“Each partnership, from global tournaments to local clubs, helps brands show up in meaningful cultural moments. This drives growth through connection, participation and community, step by step.”