Dove Men+Care and the Guinness Six Nations have signed a new multi-year partnership as the brand looks to continue its presence in rugby.
The new partnership continues the brand’s global rugby portfolio, which already includes partnerships with the English, Irish, Scottish, Welsh and Italian rugby unions.
The Unilever brand says it will work with the Guinness Six Nations to champion the values of the game of rugby with a campaign centring around honour as well as the respect shown by players, officials, and fans throughout the Championship.
Carlos-Javier Gil, Global Vice President, Dove Men+Care, said: “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.”
Rupert Hunter, Chief Commercial Advisor, Six Nations, said: “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 announcement comes on the back of Dove Men+Care’s film series entitled ‘Care For Every Position You Play’, which saw the brand partner with each of the Home Nations and Italy over the Rugby World Cup, meaning it has relationships with five of the Six Nations participants ahead of the 2020 tournament.
A series of videos with famous faces gave a unique insight into how the world’s best players balance the sacrifices they must make for their careers with their family life at home.