Unilever's Dove Men+Care grooming brand has signed a title sponsorship deal with the Welsh Rugby Union, in a move that will rename this autumn's test matches, the Dove Men Series.
The sponsorship deal is an extension of Dove Men+Care's previous sponsorship of the Welsh Rugby Union's 2011 summer series of matches. No financial details of the deal have been disclosed.
The campaign was one of the first in a series of marketing pushes from male-grooming brands that moved away from a typical celebrity-led approach to marketing within the sector.
The brand instead created a tongue-in-cheek campaign to bring new male consumers into the category, which has also been seen in the marketing of Procter & Gamble's ads for Old Spice, featuring US actor Isaiah Mustafa.
Unilever claims that the current sports tie-up for the Dove brand demonstrates its "high performance" for male consumers.
Paul O’Connor, brand manager, Dove Men+Care, said: "The matches making up the Dove Men Series will undoubtedly be first-class events and provide the perfect platform for showcasing the superior skin care qualities and high performance of our products in the Dove Men+Care range."
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