The British & Irish Lions and Rugby Australia have unveiled Dove Men+Care, the male personal care brand owned by Unilever, as a partner for this year’s series in Australia.
Under the new deal, the brand will be named the personal care product of choice for the Lions and Wallabies (Australia’s national teams).
Dove Men+Care will use the partnership to offer a British & Irish Lions and Wallabies product line, as well as marketing and fan interaction efforts.
The agreement increases the deodorant and bodywash brand’s foothold in rugby union, expanding on its prior collaboration with the Lions in South Africa in 2021 and its current continuing partnership with Rugby Australia, which was struck last year.
Ben Calveley, Chief Executive of the British & Irish Lions, said, “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 Lions have signed many commercial agreements for the Australia tour, including a substantial collaboration with Qatar Airways, the Gulf state’s state-owned national airline carrier, to serve as the series title sponsor.
Additional commercial partners comprise Rhino, Oxford Landing, Charles Tyrwhitt, Howden, Canterbury, and Fanatics.
In preparation for the first test, the Lions will be facing an invited Australian and New Zealand squad at Adelaide Oval, with pre-test matches also scheduled in Perth, Brisbane, Sydney, Canberra, and Melbourne.
The opening test of the tour will take place on July 19 at Brisbane’s Suncorp Stadium. The second test will be contested at Melbourne Cricket Ground on July 26, followed by the final test on August 2 at Sydney’s Accor Stadium at Sydney Olympic Park.
