Unilever, the international consumer products giant, has been unveiled as a sponsor of this year’s Copa America national teams soccer competition under a deal with South America's Conmebol governing body.
As part of the agreement, four of Unilever's personal care brands will serve as official sponsors of the tournament in the US.
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The Axe, Degree/Rexona, Dove, and Dove Men+Care brands will be integrated throughout the tournament, which will be played across 14 cities from June 20 to July 14.
As part of the deal, the brands will undertake a variety of retail promotions, digital activations, and stadium experiences.
Fabian Garcia, personal care president at Unilever, said: “Working with the Copa America, our brands will connect with an enormous and highly engaged audience.
“This is a significant opportunity for them to engage a growing audience of football fans, demonstrate relevance, and build brand power.”
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By GlobalDataJosé Astigarraga, Conmebol’s secretary general, added: “Having Unilever as a partner provides us with the opportunity to connect with fans and athletes in a different way. We’re very excited about all the upcoming joint actions.”
The 48th edition of the 16-team Copa America will return to the US for the first time since 2016 when that tournament set a new attendance record with nearly 1.5 million fans.
Defending champions Argentina will open the tournament against Canada at Mercedes-Benz Stadium in Atlanta.
