{"id":80057,"date":"2026-07-09T19:53:10","date_gmt":"2026-07-09T19:53:10","guid":{"rendered":"https:\/\/www.europesays.com\/britain\/80057\/"},"modified":"2026-07-09T19:53:10","modified_gmt":"2026-07-09T19:53:10","slug":"unilever-leverages-world-cup-to-drive-u-s-growth","status":"publish","type":"post","link":"https:\/\/www.europesays.com\/britain\/80057\/","title":{"rendered":"Unilever leverages World Cup to drive U.S. growth"},"content":{"rendered":"<p class=\"c-paragraph sections-marketing-and-sponsorship \">Unilever President\/Unilever USA &amp; CEO\/Personal Care North America Herrish Patel said that the company\u2019s deal to become the \u201cofficial personal care sponsor\u201d of the World Cup is \u201ccore to his strategy to build \u2018desire at scale\u2019 in Unilever\u2019s high-priority U.S. market,\u201d according to Diane Brady of FORTUNE. Patel argues that there is \u201cmore trust in legacy brands than institutions,\u201d but Americans want \u201clegacy brands to be relevant.\u201d He thinks about \u201cwinning the social shelf, the digital shelf, and the physical shelf.\u201d The company is \u201cgiving away tickets and limited-edition products while creating local fandom moments and activations around different tiers of products.\u201d Patel said, \u201cIt\u2019s about connecting our brands to major cultural moments.\u201d He also \u201csees AI as a growth driver.\u201d Patel noted that the \u201cnumber one currency is still creativity\u201d while AI can \u201cpersonalize it to cohorts faster.\u201d Unilever has \u201cclose to <a href=\"https:\/\/www.sportsbusinessjournal.com\/Articles\/2025\/11\/11\/unilever-plans-sponsorships-creator-marketing-strategy-during-2026-world-cup\/\" target=\"_blank\" rel=\"noreferrer nofollow noopener\" title=\"https:\/\/www.sportsbusinessjournal.com\/Articles\/2025\/11\/11\/unilever-plans-sponsorships-creator-marketing-strategy-during-2026-world-cup\/\">6,500 creators putting out content<\/a>,\u201d with <a href=\"https:\/\/www.sportsbusinessjournal.com\/Articles\/2026\/06\/24\/unilever-targets-creators-to-redefine-world-cup-sponsorship-value\/\" target=\"_blank\" rel=\"noreferrer nofollow noopener\" title=\"https:\/\/www.sportsbusinessjournal.com\/Articles\/2026\/06\/24\/unilever-targets-creators-to-redefine-world-cup-sponsorship-value\/\">invite-only \u201cHouse of Fresh\u201d physical hubs<\/a> in Mexico City, N.Y., and Miami for creators and influencers during the World Cup (<a href=\"https:\/\/fortune.com\/2026\/07\/08\/unilever-world-cup-sponsorship-desire-at-scale\/\" target=\"_blank\" rel=\"nofollow noopener\">FORTUNE, 7\/8<\/a>).<\/p>\n<p class=\"c-paragraph sections-marketing-and-sponsorship \">OPPORTUNITY KNOCKS: THE ATHLETIC\u2019s Caoimhe O\u2019Neill noted <a href=\"https:\/\/www.sportsbusinessjournal.com\/Articles\/2026\/06\/16\/world-cup-visitors-creators-spotlight-us-wonders-ahead-of-250th-birthday\/\" target=\"_blank\" rel=\"noreferrer nofollow noopener\" title=\"https:\/\/www.sportsbusinessjournal.com\/Articles\/2026\/06\/16\/world-cup-visitors-creators-spotlight-us-wonders-ahead-of-250th-birthday\/\">content creators<\/a> are using the World Cup to \u201cbolster their brand and found their experiences to be wide-ranging as they navigate an ever-changing, competitive sphere.\u201d They said that \u201copportunity\u201d is the reason why they are at the World Cup. Soccer fans \u201cwant to see as much as possible, on and off the pitch.\u201d With that \u201ccomes more content, more influencers and more pressure.\u201d O\u2019Neill: \u201cThis is the World Cup as we have never seen it before. And over the next four years, the social media takeover will likely continue to grow\u201d (<a href=\"https:\/\/www.nytimes.com\/athletic\/7400690\/2026\/07\/08\/2026-world-cup-influencers\/\" target=\"_blank\" rel=\"nofollow noopener\">THE ATHLETIC, 7\/8<\/a>).<\/p>\n","protected":false},"excerpt":{"rendered":"Unilever President\/Unilever USA &amp; CEO\/Personal Care North America Herrish Patel said that the company\u2019s deal to become the&hellip;\n","protected":false},"author":2,"featured_media":70018,"comment_status":"","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"footnotes":"","_share_on_mastodon":"0"},"categories":[20694],"tags":[32282,3474,12213,13444],"class_list":["post-80057","post","type-post","status-publish","format-standard","has-post-thumbnail","category-unilever","tag-international-soccer","tag-soccer","tag-unilever","tag-world-cup"],"share_on_mastodon":{"url":"https:\/\/pubeurope.com\/@UnitedKingdom\/116891772813199298","error":""},"_links":{"self":[{"href":"https:\/\/www.europesays.com\/britain\/wp-json\/wp\/v2\/posts\/80057","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.europesays.com\/britain\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.europesays.com\/britain\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.europesays.com\/britain\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.europesays.com\/britain\/wp-json\/wp\/v2\/comments?post=80057"}],"version-history":[{"count":0,"href":"https:\/\/www.europesays.com\/britain\/wp-json\/wp\/v2\/posts\/80057\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.europesays.com\/britain\/wp-json\/wp\/v2\/media\/70018"}],"wp:attachment":[{"href":"https:\/\/www.europesays.com\/britain\/wp-json\/wp\/v2\/media?parent=80057"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.europesays.com\/britain\/wp-json\/wp\/v2\/categories?post=80057"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.europesays.com\/britain\/wp-json\/wp\/v2\/tags?post=80057"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}