The Guinness Six Nations has announced a multi-year partnership with Dove Men+Care, further building on the company’s rugby union sponsorship portfolio.
The deal will see Dove’s Men+Care branding integrated across all platforms and assets used by the competition.
Rupert Hunter, Six Nations’ Chief Commercial Advisor commented: “We are delighted to welcome Dove Men+Care to the Guinness Six Nations partner family. 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.”
The Men+Care brand will continue to build on existing partnerships with English, Scottish, Irish, Welsh and Italian rugby unions. As of right now, the only Six Nations side yet to hold a deal with Dove is France.
The announcement followed a busy 2019 for Dove with the brand launching its ‘Care For Every Position You Play’ film series, giving an insight into how the world’s best players balance life on and off the field.
Carlos-Javier Gil, Global Vice President of Dove Men+Care, stated: “Rugby shares many of Dove Men+Care’s brand values – care, honour and respect – and we’re incredibly excited to continue our commitment to rugby by partnering with the Guinness Six Nations.
“We recognise rugby as a platform to positively impact lives through championing an inclusive vision of care and challenging male stereotypes.”
The Six Nations begins this February with Wales wanting to retain their current title.
Insider Insight: Dove’s focus on rugby in terms of sponsorship is a prime example of how loyalty to one sector can play a significant role in enhancing sponsorships. Dove has become synonymous with rugby coverage in the UK and it has subsequently maximised the plethora of partnerships it has in the sport.