The British & Irish Lions and Rugby Australia have announced Unilever’s leading deodorant Dove Men+Care as a partner for this year’s Series in Australia.
The new agreement will see the brand named Official Personal Care Product of Choice for The Lions and the Wallabies. It holds the same position with Irish Rugby.
There will be a limited-edition range of products which fans will be able to purchase and which will also be present in the players’ dressing rooms throughout the Qatar Airways Lions Men’s Series, Australia 2025.
“The Dove Men+Care team were a great partner for the last Tour – helping us activate eye-catching sports campaigns for our fans,” said Lions CEO Ben Calveley.
“And as we head to Australia to take on the Wallabies this summer The British & Irish Lions is excited to see this partnership grow.”
“We’re delighted to have Dove Men+Care on board,” added Rugby Australia CEO, Phil Waugh.
“Dove Men+Care have a long association with the Wallabies and Australian Rugby, and we thank them for their ongoing support.”
The deal is a continuation of the deodorant and body wash brand’s commitment to rugby union, building on its previous partnership with the Lions in South Africa 2021 and the current ongoing relationship with Rugby Australia.
Retailer promotions will soon be launched in Tesco (UK & Ireland) and Coles (Australia) and will extend to further in-store activations amongst other retailers across the UK, Ireland and Australia.
“Rugby is in our DNA,” said Chris Barron, General Manager, Personal Care, Unilever.
“So we are extremely excited to be partnering with the most formidable touring side in world sport once again.”
“The Tour of Australia this summer is sure to be another fantastic showcase of world-class rugby, and we can’t wait to enhance our commitment to the fans by giving them the opportunity to win a once-in-a-lifetime prize through our retailers to go and watch the Tour itself.”
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SPORT FOR BUSINESS PERSPECTIVE
As a brand familiar with Rugby and the Lions, there will be no learning curve and we will be following up to see how some of these activations look over the coming months
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The British and Irish Lions play their first ever test match on Irish Soil against Argentina at the Aviva Stadium on June 20th
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