Borja Martinez-Zurita

Borja Martinez-Zurita leads Sports & Entertainment Partnerships for Unilever Personal Care, overseeing the company’s global sports marketing portfolio. He recently led Unilever’s activation of the FIFA World Cup 2026, bringing together more than 35 brands across 120+ markets through a combination of sponsorship, creator partnerships, retail experiences and fan-first storytelling. The programme reflects his belief that modern sports marketing succeeds when brands move beyond visibility to create culturally relevant experiences that consumers actively choose to engage with.

Having previously worked across Latin America and the Andean region, Borja brings both a global and local perspective on fandom, culture and growth. His work focuses on how brands can use sport & entertainment as a platform to build relevance, community and commercial impact in an increasingly fragmented media landscape.