Unilever's World Cup Gamble: The Calculated Risk of Building Desire at Scale As the 2026 World Cup approaches, top brands are preparing to spend billions on marketing.
Amidst this spectacle, Unilever stands out for its bold strategy of associating legacy brands with the world's most watched sporting event.
For Unilever USA president Herrish Patel, partnering with FIFA is about building "desire at scale" – driving sales through exposure and cultural relevance.