Euroleague Basketball has expanded its commercial portfolio ahead of the 2026 EuroLeague Final Four after announcing a new partnership with global consumer goods company Unilever, which will see Skip and Dove Men+Care join the event as official partners.
The agreement further strengthens the commercial appeal of the EuroLeague Final Four, one of Europe’s premier club basketball events, as the competition continues to attract global consumer brands seeking access to basketball’s rapidly growing urban and lifestyle-driven audience.
Under the partnership, both brands will activate across the Final Four through integrated marketing campaigns, fan engagement initiatives, digital content, and on-site visibility during the event in Athens from May 22-24, 2026.
Skip will leverage the collaboration to promote its Wonder Wash product range, centred around fast 15-minute wash cycles designed for consumers with active and fast-paced lifestyles. Dove Men+Care, meanwhile, will showcase its Whole Body Deodorants line, positioning the brand around confidence, freshness, and everyday performance.
The partnership reflects a wider shift in the sports sponsorship landscape, with FMCG, wellness, and personal care brands increasingly investing in premium basketball properties to connect with younger and highly engaged audiences.
Gawain Davies, Chief Commercial Officer at Euroleague Basketball, said, “Welcoming Skip and Dove Men+Care to the Euroleague Basketball family is a reflection of the kind of partnerships we look to build – brands that genuinely connect with the way our fans live. The values these brands represent, from performance and freshness to confidence and readiness, mirror what our competition stands for, and we look forward to bringing that to life together.”
George Tzavaras, General Manager Greece, Cyprus, Balkan and Baltic Countries at Unilever, added, “We’re proud to partner with Euroleague Basketball and excited to be part of such an iconic sporting moment in Athens. We believe in empowering people to show up at their best, every day, and through Skip and Dove Men+Care, we bring that belief to life – helping people feel fresh, confident, and ready to take on whatever the day brings. This collaboration reflects our commitment to connecting our brands with consumers in meaningful, high-energy moments that inspire and engage, alongside millions of fans who share a passion for performance and an active lifestyle.”
Euroleague Basketball has continued to diversify its sponsorship ecosystem beyond traditional categories such as betting, airlines, and telecom, with skincare brands Vichy and La Roche-Posay also recently joining the 2026 Final Four commercial programme.