The British & Irish Lions and the Rugby Australia governing body have today unveiled Dove Men+Care, the male personal care brand owned by Unilever, as a partner for this year’s series in Australia.
The new agreement will see the brand named the personal care product of choice for the Lions and the Wallabies (the Australian national team).
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Dove Men+Care will activate the sponsorship by launching a British & Irish Lions and Wallabies range of products, as well as promotions and fan engagement initiatives.
The deal strengthens the deodorant and bodywash brand’s presence in rugby union, building on its previous partnership with the Lions in South Africa 2021 and its current ongoing partnership with Rugby Australia signed 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 concluded several commercial deals for the Australia tour, including a major partnership with Qatar Airways, the state-owned national airline carrier of the Gulf state, as title sponsor for the series.
Other commercial partners include Rhino, Oxford Landing, Charles Tyrwhitt, Howden, Canterbury, and Fanatics.
In preparation for the first test, the Lions will face an invitational Australian and New Zealand team at the Adelaide Oval, while the tour will also include pre-test fixtures in Perth, Brisbane, Sydney, Canberra, and Melbourne.
The first test of the tour will start on July 19 at Brisbane’s Suncorp Stadium. Melbourne Cricket Ground will host the second test on July 26, while the final test will be played at Sydney’s Accor Stadium in Sydney Olympic Park on August 2.
