The British & Irish Lions and Rugby Australia are preparing for their summer tour down under by bringing in Dove Men+Care as a partner of both teams.
Under the new agreement, Dove will become the official personal care product of choice for the Lions and Wallabies for the tour and will include the launch of a limited range of Dove products for fans.
The limited series, such as Dove’s 72 hour and 48 hour deodorant and body wash products, will also be made available to Lions and Wallabies players during the Lions’ series in Australia.
Tom Halsey, Chief Commercial Officer of The British & Irish Lions, commented: “The Dove Men+Care team were a great partner for the last Tour – helping us activate eye-catching sports campaigns for our fans.
“As we head to Australia to take on the Wallabies this summer The British & Irish Lions are excited to see this partnership grow.”
Dove will work with the British & Irish Lions and the Wallabies to give consumers an opportunity to win a trip and tickets to watch the Lions Tour Test in Australia in July and August.
The deal is a continuation of the deodorant and bodywash 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.
Rugby Australia CEO, Phil Waugh, said: “We’re delighted to have Dove Men+Care on board for this year’s highly anticipated British & Irish Lions Series. Dove has a long association with the Wallabies and Australian Rugby, and we thank them for their ongoing support.”
The first retailer promotions will be launched in Tesco in UK and Ireland and Coles in Australia this February and will extend to further in-store activations amongst other retailers across the UK, Ireland and Australia.
Chris Barron, General Manager, Personal Care, Unilever – parent company of Dove, added: “Rugby is in our DNA. 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. 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.”
