Unilever’s male toiletries brand Dove Men+Care has partnered with The British and Irish Lions and Rugby Australia 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.
To mark the partnership, Dove Men+Care is launching a bespoke range of British & Irish Lions and Wallabies branded products, including 72-hour deodorant, 48-hour deodorant and body wash. All will be available to buy in-store and online.
Unilever is investing in the Dove Men+Care brand across 2025, with a £5m marketing spend focussing on sporting occasions. Additionally, Dove Men+Care will be working with the British & Irish Lions and the Wallabies to give consumers the chance to win a trip to watch a Lions Tour Test in Australia in July and August.
Chris Barron, General Manager, Personal Care, Unilever said: “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.”
Tom Halsey, Chief Commercial Officer of The British & Irish Lions, added: “The Dove Men+Care team were a great partner for the last Tour – helping us activate eye-catching sports campaigns for our fans.
“And as we head to Australia to take on the Wallabies this summer The British & Irish Lions is excited to see this partnership grow.”
The first retailer promotions have launched in Tesco (UK & Ireland) and Coles (Australia) this month and will extend to further in-store activations amongst other retailers across the UK, Ireland and Australia.
