The Six Nations rugby union competition has signed up Unilever brand Dove Men+Care as a sponsor.
The multi-year contract takes effect ahead of the 2020 Six Nations, which begins on February 1.
The activation will include several fan-focused initiatives centred on promoting the brand’s ‘care purpose’ with rugby fans.
Dove Men+Care already has an extensive involvement with the sport, holding sponsorship contracts with several of the countries involved in Six Nations tournament, namely England, Ireland, Scotland and Wales.
Carlos-Javier Gil, Global Vice President of 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.”
In 2019, the brand looked to further activate its rugby sponsorships, launching a film series on YouTube involving some of the world’s most prominent players called ‘Care For Every Position You Play’.
The Six Nations’ latest sponsorship deal adds to a portfolio headlined by the six-year title sponsorship of Irish beer Guinness.