Unilever has launched its “largest” ever partnership activation for the FIFA World Cup 2026.

Led by Unilever Personal Care, the marketing drive will see over 35 brands get involved including Dove, Dove Men+Care, Rexona/Degree and Axe/Lynx.

The brands will partner with influencers and creators across its largest markets to deliver “immersive social first storytelling” and encourage fans to stay “fresh”.

It will be supported by ‘House of Fresh’, an in-person creator hub that will pop up in three host cities- New York, Miami and Mexico City.

Chief business officer at FIFA Romy Gai said: “The FIFA World Cup 2026™ will be the most socially connected and inclusive tournament in our history.

“Football today lives in real time, in culture and on social platforms – and this tournament is designed to be experienced, shaped and shared by fans wherever they are. Working with partners like Unilever helps turn moments on the pitch into meaningful conversations off it, reaching new generations and making the power of football more accessible, inclusive and impactful than ever before.”

The firm has also introduced ‘The Locker Room’, a new 24/7 social media hub designed to deliver real time content across platforms like TikTok and YouTube.

Vice president of integrated brand experience, Unilever Personal Care Afke van de Klashorst said: “The FIFA World Cup 2026™ is one of the biggest cultural moments on the planet.

“Our ambition is for our brands to show up in spaces where fandom lives and in ways that are authentic, native to social, and meaningful by bringing freshness and confidence to matchday moments that matter most for fans, players and spectators.”

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