Unilever Deploys 50,000 Creators to Market 35 Brands During 2026 World Cup

Unilever activated a network of more than 50,000 content creators to promote 35 of its brands across over 120 markets during the 2026 FIFA World Cup. The campaign shifted from traditional sponsorship to real‑time digital conversations, adapting messages to local languages, platforms and fan trends.

The company opened physical creator hubs in Mexico City, New York and Toronto to coordinate the effort. Unilever reported that its Personal Care division saw underlying sales rise 5.9% and volume increase 6.8% in the second quarter, while average prices fell 0.9% because of the heavy promotional support linked to the tournament.