Unilever reported strong sales growth in the second quarter of 2026, attributing part of the boost to its marketing efforts surrounding the FIFA World Cup. The consumer goods company, known for brands such as Dove, Sure, and Lynx deodorant, saw underlying sales rise by 5.8 percent, surpassing market expectations.

During the tournament, Unilever promoted 35 personal care brands across 120 markets, leveraging a network of 50,000 influencers who disseminated content related to the event. Notably, its deodorant brand Rexona—marketed as Sure in certain regions like Latin America, Australia, and Asia—sponsored substitution number boards and referee kits during various matches, increasing the brand’s visibility.

The company’s shares rose approximately 9 percent following the trading update, reflecting a significant increase in its market value. Volume growth for the quarter reached 5.5 percent, marking Unilever’s strongest quarterly volume performance since 2010.

CEO Fernando Fernández highlighted the World Cup as a key catalyst in energizing the company’s brands and noted that Unilever’s volume growth is currently running at about twice the rate of the broader market. Despite incurring some one-off costs, underlying operating profits edged up 0.9 percent to €5.2 billion, supported by underlying revenue growth of 4.8 percent during the period.

Looking ahead, Unilever raised its full-year guidance but Fernández indicated that the company does not plan any major structural changes or large acquisitions. Instead, the focus remains on smaller "bolt-on" acquisitions valued under €2 billion, aimed at complementing its existing portfolio.