Dove Men+Care is joining forces with the British & Irish Lions and Rugby Australia for this summer’s Series in Australia.
The new agreement sees the brand named the official personal care product for the Lions and Wallabies teams.
Additionally, the Unilever owned grooming brand is launching a bespoke range of British & Irish Lions and Wallabies branded products, including 72-hour deodorant, 48-hour deodorant and body wash.
The range will launch in Tesco in the UK and Ireland, as well as in Australia’s Coles this month, before extending to other retailers across the UK, Ireland and Australia.
Dove Men+Care will also team up with the Lions and the Wallabies to give consumers the chance to win a trip to watch a Lions’ tour test match in Australia in July and August.
The deal builds on the deodorant and bodywash brand’s previous partnership with the Lions in South Africa in 2021, and its ongoing relationship with Rugby Australia.
“We are extremely excited to be partnering with the most formidable touring side in world sport once again,” said Unilever’s General Manager of Personal Care, Chris Barron.
“The tour of Australia this summer is sure to be another fantastic showcase of world-class rugby.
“And we cannot 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.”
Chief Commercial Officer of The British & Irish Lions Tom Halsey 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.”
“We are delighted to have Dove Men+Care on board for this year’s highly anticipated British & Irish Lions Series,” said Rugby Australia CEO Phil Waugh.
“Dove Men+Care have a long association with the Wallabies and Australian Rugby, and we thank them for their ongoing support.”
The Series, which kicks off on 20 June 2025, features three test matches in Brisbane, Melbourne and Sydney, as well as six pre-test matches.
Unilever said it has a £5m marketing spend for Dove Men+Care, focusing on sporting occasions throughout 2025.
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