Old Spice joins Soccer Aid for UNICEF as an Official Partner
Old Spice kicks off entry into football joining Soccer Aid for UNICEF as an Official Partner
Soccer Aid for UNICEF and Old Spice have today announced a significant collaboration, which will see the iconic men’s personal care brand become an Official Partner of Soccer Aid for UNICEF 2026.
The partnership marks Old Spice’s strategic entry into sport, with their new Sport Power antiperspirant deodorant range set to ensure players and fans experience ultimate Hands Up Freshness on matchday
Soccer Aid is the world’s biggest charity football match and has raised over £121m for UNICEF since its first match in 2006.
As an Official Partner, Old Spice joins Soccer Aid for UNICEF’s mission to unite millions of people to support UNICEF’s vital work helping children grow up safe, healthy and able to play.
For its 20th anniversary, Soccer Aid for UNICEF 2026 will take place at London Stadium and will be broadcast live on ITV1, ITVX, STV and STV Player on 31st May from 5.00pm.
Old Spice has partnered with Soccer Aid for UNICEF’s 2026 campaign, supporting the 20th anniversary of the world’s biggest charity football match.
A star-studded line-up of celebrities and football legends – competing as an England XI versus a World XI – will take to the pitch at London Stadium on May 31st in aid of the global children’s charity UNICEF.
As an Official Partner during the campaign, the iconic men’s personal care brand Old Spice will bring its ‘Hands Up Freshness’ campaign directly to Soccer Aid for UNICEF. Old Spice will drive engagement and support a game for good while sweat, nerves and excitement run high, demonstrating how perfume quality scent and long-lasting freshness helps keep players fresh, focused and ready to put their Hands Up in celebration.
Fans can expect:
- Player Content: Exclusive behind-the-scenes footage from training week and social media takeovers with stars (relying on Old Spice for freshness) demonstrating ‘Hands Up Freshness’ moments.
- Interactive Fan Zones: On-site activations at London Stadium offering product trials of new Sport Power and other popular Old Spice scents.
- Media Activation: A comprehensive digital, social, and influencer campaign, highlighting the new Sport Power launch and Old Spice’s full range.
Ella Salkeld, UK Personal Care Brand Director, Old Spice, said:
“Old Spice has always believed in the power of confidence – not just for adults, but for young people to thrive worldwide. Our partnership with Soccer Aid, especially in its landmark 20th year, is a natural fit. We’re bringing the Old Spice fun, connecting with fans through memorable moments with the Hands Up Freshness Old Spice provides, while supporting UNICEF’s vital work to help children grow up safe, healthy and able to play.”
Tom Peacock, Head of Partnership Generation, Soccer Aid Productions, added:
“Old Spice is a globally recognised personal care brand, and we are delighted to welcome them to this year’s special 20th anniversary edition of Soccer Aid for UNICEF.
“The partnership will see Old Spice authentically integrated throughout the campaign, from fun social content with Soccer Aid stars through to exciting giveaways for fans as part of another unforgettable event, in aid of UNICEF.”
Some of the stellar names who will feature at London Stadium for the 60,000 strong Soccer Aid for UNICEF crowd include: Soccer Aid founder Robbie Williams, Tom Hiddleston, Wayne Rooney, Damson Idris, Owen Cooper, GK Barry, Usain Bolt, Angry Ginge, Jordan North, Joe Marler, Olly Murs, Paddy McGuinness, Tom Grennan, Richard Gadd, Maisie Adam, and Gladiator Nitro.
Theo Walcott and Soccer Aid’s all-time leading goal scorer Jermain Defoe will lead the frontline for the England team against a glittering World XI defence including multiple trophy winners Leonardo Bonucci and debutant Jordi Alba.
Tickets for the game are on sale now via www.socceraid.org.uk/tickets
About Old Spice
Old Spice is a men’s personal care brand, part of the Procter & Gamble family. With a portfolio of deodorants and shower gels, the brand offers long lasting freshness with perfume quality scents. Check Old Spice out on TikTok and Instagram (@oldspice) and find us at Tesco, Boots and Amazon.
About Soccer Aid for UNICEF
Created in 2006, Soccer Aid is the world’s biggest charity football match. This is the 20th anniversary of the event, which has raised over £121 million to help children around the world grow up safe, healthy and able to play. Soccer Aid for UNICEF raised over £15million last year.
For partnership opportunities with Soccer Aid for UNICEF, please contact: [email protected]
For Soccer Aid media-related enquiries, Phil Wye: [email protected] / [email protected]