Unilever x FIFA World Cup 2026™

Unilever is increasingly investing in culture-led marketing to stay relevant in a fast-moving consumer landscape. Through its sponsorship of the FIFA World Cup 2026™, we developed 4 brands (Dove, Dove Men+Care, Axe/Lynx, and Degree/Rexona) aimed to authentically engage global football fans translating the cultural moment into meaningful in-market impact.

I supported the development and execution of sponsorship activities helping ideate and deliver in-stadium experiences, influencer content, and branded touchpoints that connected Unilever’s portfolio to fans across Canada.

Client

Unilever

Type of Work

Experience

Year

2026

Purpose

Delivering Unilever's FIFA World Cup Sponsorship

Both players and sponsors benefit. Players get a more immersive experience with an increased chance to earn VC, sponsors gain dynamic interaction opportunities.

Player Incentive

Experiential Gameplay

Sponsorships are a direct incentive to engage with the MyCAREER mode with increased opportunities for VC earning potential and the ability to compile brand deals that can become passive income.

Brand affiliation becomes meaningful throughout the game because what you wear is tied to your endorsement track.

Play styles also affect your earning potential, a player who practises a lot might get more interest from a company who defines themselves with hard work. Players get more immersed experiences here than with any other sports game.

Increased Earning

Improved Immersion