In the United States, Nepal, and some other countries, UNICEF is known for its "Trick-Or-Treat for UNICEF" program in which children collect money for UNICEF from the houses they trick-or-treat on Halloween night, sometimes instead of candy. The program was discontinued in Canada in 2006. UNICEF is present in 191 countries and territories around the world, but is not involved in nine others (Bahamas, Brunei, Cyprus, Latvia, Liechtenstein, Malta, Mauritius, Monaco, Singapore, and Taiwan). Many people in developed countries first hear about UNICEF's work through the activities of one of the 36 national committees for UNICEF. These non-governmental organizations (NGOs) are primarily responsible for fundraising, selling UNICEF greeting cards and products, creating private and public partnerships, advocating for children's rights, and providing other support. The US Fund for UNICEF is the oldest of the national committees, founded in 1947. On 19 April 2007, Grand Duchess Maria Teresa of Luxembourg was appointed UNICEF Eminent Advocate for Children, in which role she visited Brazil (2007), China (2008), and Burundi (2009). In 2009, the British retailer Tesco used "Change for Good" as advertising, which is trademarked by UNICEF for charity usage but not for commercial or retail use. This prompted the agency to say, "it is the first time in Unicef's history that a commercial entity has purposely set out to capitalize on one of our campaigns and subsequently damage an income stream which several of our programs for children are dependent on". They went on to call on the public "who have children's welfare at heart, to consider carefully who they support when making consumer choices". "Change for Good" is also supported by Australian airline Qantas, relying on passengers to fundraise via a given envelope since 1991, and has raised over $36 million, with over 19,500 kg of coins every year. Frequent flyers can also redeem their mile points to donate. Norman Gillespie, UNICEF Australia's chief executive, said "If every Qantas passenger traveling domestically gave us just a few of their forgotten coins each time they traveled it would make little difference to their day, but a world of difference in saving children's lives."
In 2003, UNICEF sponsored Italian football club Piacenza Calcio 1919 until 2008. On 7 September 2006, an agreement between UNICEF and the Spanish Catalan association football club FC Barcelona was reached whereby the club would donate €1.5 million per year to the organization for five years. As part of the agreement, FC Barcelona would wear the UNICEF logo on the front of their uniforms in yellow (as seen in the picture on the right of Lionel Messi). This was the first time a football club sponsored an organization rather than the other way around. It was also the first time in FC Barcelona's history that they have had another organization's name across the front of their uniform. In 2016, the team signed a new four-year sponsorship deal with UNICEF guaranteeing the organization £1.58 million per year and free advertising. From 2022 onwards, Barcelona has made a partnership with Swedish company Spotify and has since put the UNHCR logo in gold at the bottom of the back of their jerseys. In January 2007 UNICEF struck a partnership with Canada's national tent pegging team. The team was officially re-flagged as "UNICEF Team Canada", and its riders wear UNICEF's logo in competition, and team members promote and raise funds for UNICEF's campaign against childhood HIV-AIDS.[1] The Swedish club Hammarby IF followed the Spanish and Canadian lead on 14 April 2007, also raising funds for UNICEF and displaying the UNICEF name on their sportswear. The Danish football club Brøndby IF participated in a similar arrangement from 2008 to 2013. In 2007, NASCAR driver Jacques Villeneuve has occasionally placed the UNICEF logo on the #27 Bill Davis Racing pickup truck in the NASCAR Craftsman Truck Series. Australian A-League club Sydney FC announced they would also enter into a partnership with UNICEF raising funds for children in the Asia-Pacific region, and would also display the UNICEF logo for the remainder of the 2011-12 A-League season. In Botswana, UNICEF has funded the development of new state-of-the-art HIV/AIDS education for every schoolchild in Botswana from nonprofit organization TeachAids. UNICEF announced a landmark partnership with Scottish club Rangers F.C. UNICEF partnered with the Rangers Charity Foundation and pledged to raise £300,000 by 2011. In 2010, UNICEF created a partnership with Phi Iota Alpha, making them the first Greek Lettered Organization UNICEF has ever worked with. In 2011, Phi Iota Alpha raised over $20,000 for the Tap Project and the Trick or Treats for UNICEF Campaign. In 2013, they agreed a contract with Greek association football champions Olympiacos F.C. who will show the organization's logo on the front of their shirts.