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The men’s grooming opportunity at the World Cup

On June 16, Lionel Messi will appear at Kansas City’s Arrowhead Stadium to begin his sixth and potentially final World Cup campaign. Four years ago, the living soccer legend led Argentina to victory at the 2022 FIFA World Cup in Qatar. Now, Argentina will play its opening game in the 2026 North America-based edition of the international soccer tournament against Algeria, with the 38-year-old Messi still the undisputed star of the South American squad. 

Messi will also be appearing at a Kansas Ulta Beauty store — sort of. On Friday, the soccer star’s namesake fragrance brand will host a giveaway for the launch of the Messi Elixir fragrance, where select attendees will be able to snag Messi fragrance swag and sign up for a chance to win a signed Messi jersey.  

Four years after Qatar, that now includes grooming brands looking to use the power of soccer to reach the evolving male beauty consumer base.  

“The World Cup is like 50 Super Bowls all in one, over the course of a month,” said Steven Koss, president and CEO of Sheralven.  

Getting in on the excitement is Unilever. The personal care and beauty giant will be the official personal care sponsor of the men’s edition of the FIFA World Cup for the first time in 2026. Its brands, including Dr. Squatch and Dove, will launch limited-edition products and marketing campaigns around the tournament.

The men’s grooming opportunity at the World Cup

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