The Unilever brand Dove Men+Care has signed a major new partnership with the Guinness Six Nations which launches for 2020 in London later today.
Dove has an existing strong presence within the sport with individual sponsorship deals in place with the Irish, English, Scottish and Welsh Rugby Unions.
It also sponsors the Spirit of Rugby Award with World Rugby.
The new partnership at tournament level will see the brand activate throughout the Guinness Six Nations which gets underway for Ireland at the Aviva Stadium on Saturday, February 1st with a home match against Scotland.
The brand also made a major announcement yesterday about reducing the amount of plastics it will use in its products and packaging, including through the introduction of a refillable stainless steel based deodorant.
It has been a consistently strong content producer through its partnership with rugby and this is likely to be a major element of the new partnership as well. We will bring you the inside track on new content as it comes about.
“Rugby shares many of Dove Men+Cares brand values of care, honour and respect and we are very excited to continue our commitment to rugby by partnering with the Guinness Six Nations,” said Carlos-Javier Gil, Global Vice President at Dove Men+Care.
“We recognise rugby as a platform to positively impact lives through championing an inclusive vision of care and challenging male stereotypes.”
“We are delighted to welcome Dove Men+Care to the Guinness Six Nations partner family,” added Rupert Hunter from Six Nations Rugby.
“The brand already has a strong association with rugby, but we look forward to expanding their reach further through the scale of our television and digital audience around the world and working together to develop a range of compelling fan-focused initiatives.”