Unilever Scores Big as Official Sponsor of CAF Africa Cup 2023

Unilever Brands to Shine at Africa’s Premier Football Tournaments

by Oluwatosin Racheal Alabi

In a landmark partnership, Unilever, through its Personal Care brands Rexona, Axe, and Dove, has stepped into the spotlight as the official sponsor of the much-anticipated TotalEnergies CAF Africa Cup of Nations Côte d’Ivoire 2023 and the TotalEnergies CAF Women’s Africa Cup of Nations Morocco 2024. This alliance, led by Unilever International and the Unilever Personal Care Business Group, solidifies Unilever’s position as the exclusive Personal Care Consumer Goods partner for these prominent tournaments. This collaboration is set to span across various African nations, aligning with CAF’s initiatives in football throughout the agreement’s duration.

The TotalEnergies CAF Africa Cup of Nations Côte d’Ivoire 2023, commencing on January 13, 2023, is projected to captivate over 800 million viewers globally. This tournament, celebrated as Africa’s premier football event, promises to showcase the continent’s rich football culture and talent. Meanwhile, the TotalEnergies Women’s Africa Cup of Nations 2024 is scheduled for the summer of 2024 in Morocco, with specific dates yet to be announced.

Unilever’s involvement in sponsoring these events builds on its substantial legacy of supporting football events and competitions both in Africa and globally. The partnership extends beyond mere sponsorship; it represents a commitment to engaging with a vast and diverse audience through Unilever’s Personal Care brands and connecting with the upcoming generation of football talent in Africa.

Mr. Assem Puri, Executive Vice President of Unilever International, expressed his enthusiasm about the partnership, highlighting the opportunity to engage with a broad audience and support the growth of future football athletes across the African continent. This collaboration aligns with Unilever’s global mission of fostering community connections and encouraging healthy, active lifestyles.

Dr. Patrice Motsepe, President of CAF, echoed the significance of this partnership. He emphasized that Unilever’s involvement marks a significant stride towards achieving CAF’s goal of elevating African football to be competitive and appealing globally. This sponsorship is a testament to the increasing appeal and commercial viability of African football, not just within the continent but on a global stage. Dr. Motsepe welcomed Unilever as the latest official sponsor, acknowledging the array of sponsors that CAF has attracted in recent months, demonstrating the growing commercial appeal and global interest in African football.

In addition to the sponsorship, Unilever’s Rexona, Axe, and Dove brands are offering consumers a unique opportunity. Until February 11, these brands will include scratch coupons, allowing up to 3000 consumers to win an all-expenses-paid trip to witness the games live. This offer is available in several participating countries, including Nigeria, Ghana, Egypt, Morocco, Côte d’Ivoire, Cameroon, Senegal, Kenya, Angola, Burkina Faso, and Mali, subject to terms and conditions.

This partnership between Unilever and CAF is more than a commercial alignment; it is a celebration of African football’s vibrancy and a commitment to its growth and global reach. It signifies an acknowledgment of the sport’s unifying power across diverse cultures and communities in Africa and beyond. With the world’s eyes turning towards the African continent for these prominent football events, Unilever’s involvement underscores the increasing global recognition and respect for African football and its potential to inspire and unite people across the world.

The TotalEnergies CAF Africa Cup of Nations and the Women’s Africa Cup of Nations represent not just football tournaments but cultural milestones that resonate deeply with the African identity and pride. Unilever’s sponsorship of these events is a significant step in supporting and elevating these important cultural and sporting events, further bridging the gap between African football and the global sports community. This partnership is poised to enhance the experience of millions of football fans and contribute to the development of the sport across the continent, marking a new era of corporate support for African football.

This strategic collaboration between Unilever and CAF aligns with Unilever’s broader commitment to fostering sustainable, health-focused, and active lifestyles. It also reflects the company’s understanding of the power of sports, particularly football, in bringing people together, fostering unity, and inspiring positive change. As a brand associated with personal care and wellness, Unilever’s support for these football tournaments goes beyond branding and advertising. It represents an investment in the health and well-being of communities across Africa, reinforcing the message that sports and physical activity are essential components of a healthy lifestyle.

For CAF, this partnership is a vote of confidence in African football’s potential and its ability to attract global brands and audiences. It signifies a growing recognition of the talent, passion, and vibrancy that African football brings to the global sports stage. As the continent prepares to host these major events, the partnership with Unilever sets the stage for an elevated experience for players, fans, and communities alike. It promises to bring a new dimension to the tournaments, enriching the fan experience with engaging activities and promotions that resonate with the African audience.

The TotalEnergies CAF Africa Cup of Nations Côte d’Ivoire 2023 and the Women’s Africa Cup of Nations Morocco 2024 are more than just football tournaments; they are celebrations of African talent, culture, and unity. Through its sponsorship, Unilever is not only promoting its brands but also contributing to the growth and development of football on the continent. This partnership is a testament to the power of sports in creating connections, building communities, and inspiring people, and it paves the way for more collaborative efforts to promote sports and wellness in Africa.

In conclusion, Unilever’s sponsorship of the TotalEnergies CAF Africa Cup of Nations and the Women’s Africa Cup of Nations is a significant development in the world of African football. It underscores the sport’s growing appeal and potential, not just as a source of entertainment but as a platform for social and community engagement. As the excitement builds for these upcoming tournaments, the partnership between Unilever and CAF promises to add a new layer of engagement and enjoyment for fans, athletes, and communities across Africa and beyond.

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