Dove Men+Care and the FIFA World Cup Pop-Up at the Eaton Centre

Editor’s Note: FIFA World Cup 2026 brought so much excitement to the city of Toronto. Our team was able to attend events that helped to bring the excitement to the city, this being one of them…

Tuesday, June 23^rd, 2026, proved to be a monumental day as Dove and the FIFA World Cup came together to create one of the most iconic pop-up activations in recent memory.

As part of Dove Men+Care’s broader “The Commentators” campaign, popular TSN broadcasters Jay Onrait and Marissa Roberto provided play-by-play commentary on everyday activities instead of their usual world of sports. Fans were also invited to join in by taking photos in the commentary booth and receiving free swag.

Speaking with Marissa Roberto, she explained that partnering with Dove Men+Care gave her the opportunity to try colour commentary, which is not typically her specialty. However, as the activation was an extension of TSN and Dove’s strong relationship, accepting the opportunity was a no-brainer. When asked about Canada’s World Cup chances, Roberto said that reaching the Round of 16 would be a major success for Team Canada.

Fans were also invited to take photos in the booth after Onrait and Roberto finished filming. Those photos could then be shared on social media using the hashtags #TheCommentators or #DoveMenContestEntry for a chance to win tickets to a FIFA World Cup Round of 32 match at Toronto Stadium on July 2^nd, 2026.

Speaking with Laura McMurray, Engagement Lead at Unilever, she explained that the goal of the Eaton Centre activation was to stand out among the many brand collaborations taking place throughout the World Cup. According to McMurray, having two sports commentators provide commentary on everyday situations creates a memorable “wow” factor while sparking curiosity among shoppers and passersby. Combined with the opportunity to take photos at the booth and receive free swag, the activation was designed to build positive brand sentiment.

While the final footage from The Commentators campaign will be released soon, anyone looking to interact with the Dove brand can visit the Fresh Clubhouse by Unilever at the Official FIFA Fan Festival at Fort York and The Bentway in Toronto. The Fresh Clubhouse features several of Unilever’s personal care brands, including Dove, Dove Men+Care, Degree, and AXE, and is designed to give fans a break from the crowds while offering interactive games, soccer-themed activities, free product samples, and branded giveaways.