Football is the most popular sport in the world and UEFA EURO 2024™ is no exception. With billions of fans tuning in, it’s a golden opportunity to showcase our brands. We look at how Hellmann’s and Rexona are building brand power and consumer engagement during the tournament.

UEFA EURO 2024™ is expected to attract a cumulative live audience of 5 billion fans globally
Involving 24 countries over 31 days, it offers a huge opportunity for brands to engage with consumers
As an official partner, Unilever is showcasing an impressive line-up of brands, including Hellmann’s, Knorr and Calvé from our Nutrition business and Rexona, Dove Men+Care and Axe from Personal Care
When it comes to brand awareness and consumer reach, there’s a lot to play for during the UEFA EURO 2024™ Championships.

Kicking off last month, the tournament involves 24 countries over 31 days of games and is expected to draw an audience of 5 billion – watching from stadiums, homes and sports bars around the world.

Football is the most popular sport in the world[a] and provides an incredible opportunity for consumer engagement. And as an official partner, Unilever brands from across the business will have a presence – including Knorr, Hellmann’s and Calvé from Nutrition and Rexona, Dove Men+Care and Axe from Personal Care.

Below, we look at how Rexona and Hellmann’s, in particular, are leveraging the moment to build brand power and reach a breadth of consumers.

Making our brands unmissable across a variety of channels
Hellmann’s is kicking off its ‘Up Your Game’ UEFA EURO 2024™ advertising campaign by inviting consumers to elevate their BBQ menus with the brand’s premier line-up of mayonnaises, mustards and burger sauces.

Featuring football stars like Germany’s Joshua Kimmich and Italy’s Federico Chiesa, the campaign is connecting with fans across TV, stadium concession stands, out-of-home billboards, in-store promotions and on-pack competitions.

With a prime-time spot, it’s the biggest advertising campaign ever launched by our Nutrition business and is aimed at meeting consumers wherever they are watching the matches.

As restaurants, sports bars and cafés look to maximise food spend during the tournament, Unilever Food Solutions is supporting them with their professional range of front- and back-of-house products.

These include improved Hellmann’s Vegan and the new Professional mayo, designed for maximum stability in all applications. In addition, UFS chefs have developed a range of bite-sized recipes, sharing tailored tips to help hospitality make the most of the extra footfall.

Social platforms are also playing a key strategic role, providing our football ambassadors with the opportunity to engage more directly with fans. Chiesa and Kimmich are among the stars sharing food favourites – including the all-important issue of burger topping preferences.