# Unilever’s big World Cup bet is all about building ‘desire at scale’ > Source: > Published: 2026-07-08 08:51:56+00:00 **In today’s CEO Daily:**[Unilever](https://fortune.com/company/unilever/)USA president on winning the social shelf, the digital shelf, and the physical shelf via the World Cup.**The big leadership story:** An AI productivity push that backfired**The markets:** Stocks crater as Trump declares the Iran ceasefire ‘over.’**Plus:** All the news and watercooler chat from*Fortune*. **Good morning.** About one-third of the estimated[ $8.9 billion](https://fortune.com/2026/06/19/fifa-biggest-payday-world-cup-history-host-cities-foot-bill/) in revenue that FIFA will collect from the 2026 World Cup comes from an ecosystem of official partners, sponsors and supporters. And that doesn’t include the billions that brands like [Adidas](https://fortune.com/company/adidas/), [Coca-Cola](https://fortune.com/company/coca-cola/), [Visa](https://fortune.com/company/visa/), Qatar Airways, [Lenovo](https://fortune.com/company/lenovo-group/), Hyundai-[Kia](https://fortune.com/company/kia-motors/), Aramco, AB InBev, [Bank of America](https://fortune.com/company/bank-of-america-corp/) and [Verizon](https://fortune.com/company/verizon/) will pay to supplement those efforts in what’s been described as one of the[ most complex marketing stages in the world](https://www.zappi.io/web/blog/how-world-cup-marketing-evolved/). What’s in it for the sponsors? Nike’s star-studded[ Rip the Script](https://www.youtube.com/watch?v=IyZ1WIua_1s&t=7s) has been viewed 79 million times while studies show World Cup sponsors [outperform the S&P 500](https://www.ig.com/uk/media-centre/press-release-overview/world-cup-trade-beats-the-market-sponsor-stocks-deliver-more-than-triple-the-returns-of-the-SP-500-during-tournament-window)during the tournament. Associating with star players helps too. (Expect Argentina’s stunning comeback against Egypt to enhance the aura around Lionel Messi.) For more insight on how the World Cup fits into a broader business strategy, I spoke with Herrish Patel, president of Unilever USA and CEO of Personal Care North America, a division that launched its biggest-ever sports partnership as “official personal care sponsor” of the World Cup. Patel says the deal is core to his strategy to build “desire at scale” in Unilever’s high-priority U.S. market. His approach: **Embed legacy brands in the culture:** Patel argues there’s “more trust in legacy brands than institutions,” but Americans want “legacy brands to be relevant.” He thinks about winning the social shelf, the digital shelf, and the physical shelf. Last year’s Coachella was a guide: When a viral TikTok highlighted body odor in the crowd, the company flew a plane over the concert with a message: “[SMELLS LIKE YOU NEED US – DOVE DEO.”](https://www.linkedin.com/posts/herrish-patel_after-a-viral-tiktok-with-over-23m-views-activity-7331356684247842816-f1C0) Dove[ climbed 36 spots](https://www.instagram.com/p/DO8A40uiK7L/) in Instagram’s global beauty ranking. This time, the company is giving away tickets and limited-edition products while creating local fandom moments and activations around different tiers of products. “It’s about connecting our brands to major cultural moments,” he said, adding that, like sports, “brands need to provide unity to society at a time when it can be quite polarized.” **Leverage AI and the creator economy:** Patel sees AI as a growth driver, telling me that the “number one currency is still creativity” while AI can “personalize it to cohorts faster.” Unilever has close to 6,500 creators putting out content, with invite-only “House of Fresh” physical hubs in Mexico City, New York, and Miami for creators and influencers during the World Cup. “We will start the paid media, but how much organic earned media do you get as a consequence?” he says. “It’s gone viral because you’re hitting culture.”*Contact CEO Daily via Diane Brady at diane.brady@fortune.com* ### Top leadership news **An AI productivity push backfires** Cognition CEO Scott Wu says companies got "carried away" with tracking AI token usage as a proxy for productivity, which led workers to deploy bots to complete useless tasks just to climb internal rankings. The real measure of AI ROI, [he argues](https://fortune.com/2026/07/07/cognition-ceo-tokenmaxxing-big-tech-carried-away-ai-productivity-gains/), is output, not usage. **The ex-banker running the America's Cup** Marzio Perrelli, a former Goldman Sachs and HSBC executive, was [appointed](https://fortune.com/2026/07/07/goldman-sachs-exec-america-cup-sailing-regatta-marzio-perrelli-napoli-naples-italy/) in April as the first CEO of the newly formed America's Cup Partnership, a structure created to professionalize the business side of the world's oldest sailing trophy. He tells *Fortune* his goal is to build it into a permanent, annual event with the commercial scale of Formula 1. **Trump boosts Dell stock ** Dell shares [jumped](https://fortune.com/2026/07/07/presidents-cannot-pick-winners-white-house-ethics-lawyer-trump-dell/) as much as 9% after President Donald Trump urged attendees at Monday's opening bell ceremony to "go out and buy a Dell computer." The White House said Trump was simply promoting the companies that donated to the Trump Accounts he was there to celebrate, but a former White House ethics lawyer tells *Fortune* that presidents aren't supposed to pick stock winners. ### The markets **S&P 500** futures are down 0.72% this morning. The last session closed down 0.45%. **The** **STOXX Europe 600** was down 1.40% in early trading. **The U.K.’s FTSE 100** was down 1.40% in early trading.** Japan’s Nikkei 225 **was down 2.11%.** South Korea’s KOSPI **was down 5.35%. **China’s CSI 300 **was down 0.77%.** Hong Kong’s Hang Seng** was up 2.99%.** India’s NIFTY 50 **was down 1.98%. **Bitcoin** was down to $62K. ### Around the watercooler [Close to a million investors of the Trump memecoin lost a collective $3.8 billion, even as the president disclosed $636 million in earnings](https://fortune.com/2026/07/07/donald-trump-meme-coin-world-liberty-financial-finance-politics/) by Marco Quiroz-Gutierrez [AI startups are snubbing entry-level talent in favor of Silicon Valley men with top degrees, research shows](https://fortune.com/2026/07/07/ai-start-ups-snubbing-entry-level-talent-for-silicon-valley-men-top-degrees/) by Emma Burleigh [Nomagic’s new AI lab headed by former Google DeepMind researcher claims success in early deployment of ‘AI brain’ for warehouse robots](https://fortune.com/2026/07/08/nomagics-new-ai-lab-headed-by-former-google-deepmind-researcher-claims-success-in-early-deployment-of-ai-brain-for-warehouse-robots/?showAdminBar=true) by Jeremy Kahn CEO Daily is curated and edited by Joseph Abrams, Jason Ma, Claire Zillman, and Lee Clifford. 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