- Unilever tripled USA sports marketing to boost brand equity via engaging content.
- 39% of Gen Z fans tuning into women’s sports more frequently
- Dove partners with rising tennis star Emma Navarro for on-court visibility
Wed Nov 13 14:02:17 -0000 2024 UTC– Unilever triples sports marketing commitments in the USA to enhance brand equity through engaging content on and off the pitch.
Unilever USA is making significant strides in sports marketing to capture consumer attention. Herrish Patel, President of Unilever USA and CEO of its Personal Care division in North America, emphasized the company’s focus on leveraging sports partnerships to strengthen brand equity. Since 2020, Unilever has more than tripled its sports media marketing investments, aiming to engage consumers both on and off the field.
Expanding on the Strategy:
The USA is projected to see its highest streaming revenue in 2024, driven by a $3 billion surge in sports rights spending between 2022 and 2023. Unilever is tapping into this trend by strategically aligning its brands with sports content, focusing on reaching consumers through dynamic and immersive experiences.
The Power of Partnerships:
A recent campaign saw Unilever’s Dove brand join forces with rising tennis star Emma Navarro. As the first athlete to sport the Dove logo on her competition attire, Navarro’s semi-final run amplified brand visibility during U.S. tennis tournaments. The campaign extended beyond the courts with geo-targeted advertising via Lyft, which saw a 97% increase in rides to the Arthur Ashe Stadium. Additionally, a branded event at Manhattan’s Grand Central Station offered consumers interactive experiences with Dove products.
Why This Matters:
Unilever’s aggressive push into sports marketing reflects a shift in consumer engagement strategies. As Gen Z’s interest in women’s sports surges—up by 39% this year—the company aims to align with this demographic’s preferences, capitalizing on their increased digital consumption and sports viewership. This move is part of Unilever’s broader mission to stay relevant in an evolving advertising landscape driven by streaming and tech innovations.
Looking Ahead:
With Herrish Patel at the helm, Unilever USA is doubling down on its commitment to sports as a platform for growth. By blending traditional sponsorships with tech-enhanced experiences, the company is positioning itself to lead in the competitive personal care market, while building lasting consumer connections.