HomeSponsorship & MarketingFootballGlobal
Premium

Unilever is turning fans’ passion into brand engagement with value-adding partnerships

(Photo by Steve Bardens/Getty Images for Sure).

  • Unilever using “passion partnerships” to engage consumers where their passions are, working closely with rights-holders to add value to sponsorships
  • Defining brand purposes allows Unilever to target different demographics without cannibalising its own product lines
  • Nimble activation strategy helps brands remain “relevant and authentic” to consumers
“Passion” is a key word at Unilever, the British-Dutch FMCG conglomerate that owns over 400 of the world’s biggest food, beverage and personal care brands.

Long one of the world’s biggest spenders when it comes to marketing and advertising –  according to Business Insider, only the $10bn outlay of American rival Procter & Gamble exceeded Unilever’s global marketing spend of over $9bn in 2017 – Unilever has begun to shift the way it looks at sport sponsorship as it attempts to engage consumers through their passions, and use partnerships to create and reinforce distinct brand identities for each of its product lines.

You need a Premium subscription to access this content

Upgrade now to enjoy unlimited access to all our articles, insights, features and more

Already a subscriber? Sign in here

Most recent

Soccer and entertainment festival helps monetize iconic motorsport facility and enables NWSL club Orlando Pride to expand its regional reach. Bob Williams reports.
Premium

In this week’s episode, podcast co-hosts Eric Fisher and Chris Russo interview Meredith McPherron, chief executive and managing partner of Drive by DraftKings. Fisher and Russo also discuss ongoing turbulence and change in the golf business spurred by the arrival of LIV Golf, Bruin Capital’s sale of streaming video technology company Deltatre, Susquehanna Investment Group’s new support of sportsbook PointsBet, a non-fungible token partnership involving the National Hockey League and NFT distribution platform Sweet, and moves by Fanatics chief executive Michael Rubin to sell his equity in Harris Blitzer Sports & Entertainment and further position the company into sports betting.
Premium

The Pennsylvania-based founders of OneTwoSee, who were influential in integrating live statistics into game broadcasts, are now looking to fundamentally update the sports betting experience through their new technology venture, Epoxy.ai. US Editor Eric Fisher reports.
Premium