- Sponsors are already in execution mode
- How Unilever plans to activate the World Cup
- At least 10,000 creators will be hired
The World Cup year has arrived.
Most sponsors have already defined how they will activate the event and how much they will invest.
Agencies, products and plans are already in the execution phase.
The plan for FIFA’s biggest event now needs to deliver the results expected by leadership.
In corporate media budgets, digital already represents around 61%.
That dominance is increasingly reflected in sponsorship activations.
At the 2024 Olympic Games, Coca-Cola sent an army of 10,000 creators to Paris.
Unilever announced that investment in social media would increase from 30% to 50% of its media budget.
The multinational also stated it would increase the number of influencers by 20x, closing the last year with around 300,000.
So how will Unilever activate the World Cup?
Unilever’s marketing and brand investment in 2024 reached USD 10.1 billion. The firm serves 3.4 billion customers in 190 countries and has 400 brands.
At the World Cup, its Power Brands -Dove, Dove Men+Care, Rexona, Axe, Pepsodent, Closeup and Lifebuoy- will take centre stage.
The objective?
To deliver a feeling of freshness and confidence to millions of fans inside and outside stadiums.
“Our focus is on communities and cohorts,” according to the CMO. Groups such as athletes, fans, superfans, casual fans and niche audiences.
To achieve this, the personal care company will follow Coca-Cola’s footsteps and hire at least 10,000 creators.
With the biggest tournament taking place in its largest market, the United States, the effort will be maximum.
It is not disruptive, but it is a clear signal of where sponsorship budgets are heading.
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