“Get ready for the ultimate test of strength, agility, and strategy – the multi-tournament partnership between Unilever and the esteemed World Rugby is set to take the sports and consumer goods landscapes by storm. As two global giants come together, they’re poised to shake up the sports industry with a bold and innovative collaboration that promises to bring unparalleled excitement and engagement to fans worldwide.”
Unilever’s Rugby Expansion
Dove Men+Care, a Unilever brand, has announced a multi-year partnership with the Guinness Six Nations, building on its existing partnerships with the English, Irish, Scottish, Welsh, and Italian rugby unions. This partnership aims to champion the values of the game of rugby, centered around care, honour, and respect, shown by players, officials, and fans throughout the Championship.
Carlos-Javier Gil, Global Vice President of Dove Men+Care, emphasized that rugby shares many of Dove Men+Care’s brand values – care, honour, and respect – and that the brand is excited to continue its commitment to rugby by partnering with the Guinness Six Nations. He also highlighted that rugby is a platform to positively impact lives through championing an inclusive vision of care and challenging male stereotypes.
Rupert Hunter, Six Nations’ Chief Commercial Advisor, welcomed Dove Men+Care to the Guinness Six Nations partner family and expressed his enthusiasm for expanding the brand’s reach further through the scale of their television and digital audience around the world. He also mentioned that they look forward to working together to develop a range of compelling fan-focused initiatives.
Dove Men+Care’s Emotive Film Series and Social Media Engagement
In 2019, Dove Men+Care launched its emotive film series titled “Care For Every Position You Play”, giving a unique insight into how the world’s best players balance pursuing excellence on the pitch with caring for their families at home. The brand also encouraged fans to join the conversation, take a snap with the Guinness Six Nations trophy, and keep up with Dove Men+Care’s rugby stories on social media platforms such as YouTube, Twitter, and Instagram.
Global Sports Partnerships
Unilever’s FIFA Women’s World Cup Partnership
Unilever’s partnership with FIFA for the Women’s World Cup 2023 was a strategic move to tap into cultural moments and drive brand power. The company’s mission was to create and land unmissable blockbusters that drive brand power and increased ROI on Unilever’s iconic brands. Through big buy-in and multi-brand activations, Unilever cemented its brands into one of the largest cultural moments ever.
The partnership between FIFA and Unilever Personal Care brands, including Rexona (also known as Sure and Degree), Dove, Lifebuoy, and LUX, as Official Sponsors was formally announced in May 2023. In just 90 days from signing the sponsorship deal to the start of the tournament, Unilever achieved market penetration across the 32 countries that had teams competing in the event.
Alongside the FIFA Women’s World Cup 2023™, Unilever also supported staff engagement events in London, Rome, and Singapore, as well as delivering the AXE activation at the FIFAe Finals in Saudi Arabia.
Partnership with UEFA for Women’s European Championship
Unilever has extended its partnership with UEFA for the Women’s European Championship, following a collaboration that saw the brand partner with the men’s Euros in Germany last year. Through a deal unveiled with European soccer’s governing body, brands from the Unilever food and personal care business groups – such as Hellmann’s, Knorr, Dove, and Rexona – will produce integrated campaigns to reach fans both in and out of stadia during the event.
The 16-team Women’s Euro will take place across eight host cities in Switzerland between July 2 and 27. Unilever’s partnership with UEFA is valued at $15 million, according to GlobalData Sport.
Most recently, Unilever extended its deal with South America’s Conmebol governing body, covering the iconic Copa Libertadores and secondary Copa Sudamericana club competitions. This extension sees deodorant brand Rexona continue as a partner of those competitions.
In terms of women’s soccer, Rexona became a partner of the Saudi Arabian women’s national team program late last year, while Unilever acted as a sponsor of the 2023 FIFA Women’s World Cup in Australia and New Zealand.
Marketing Strategies and Activations
Unilever’s partnership with World Rugby is a testament to the brand’s commitment to creating unmissable blockbusters that drive brand power and increased ROI on its iconic brands. Through big buy-in and multi-brand activations, Unilever has cemented its brands into one of the largest cultural moments ever.
The partnership between FIFA and Unilever Personal Care brands, including Rexona (also known as Sure and Degree), Dove, Lifebuoy, and LUX, as Official Sponsors was formally announced in May 2023. This partnership allowed Unilever to achieve market penetration across 32 countries that had teams competing in the event.
Integrating Partnerships Internally
Unilever also integrated the partnership internally via staff engagement events in London, Rome, and Singapore, as well as delivering the AXE activation at the FIFAe Finals in Saudi Arabia. This internal integration is a key aspect of Unilever’s marketing strategy, as it allows the brand to engage with its employees and create a sense of excitement and ownership around its partnerships.
Rexona’s partnership with Conmebol and the Saudi Arabian women’s national team program is another example of Unilever’s commitment to integrating its partnerships internally. By partnering with these organizations, Rexona is able to tap into the passion and energy of football fans around the world, while also promoting its brand values of care, honour, and respect.
Implications and Future Outlook
Unilever’s partnership with World Rugby has significant implications for the future of rugby and women’s sports. By partnering with World Rugby, Unilever is able to expand its reach through television and digital audiences, growing rugby’s inclusive vision of care.
Moreover, Unilever’s partnership with World Rugby challenges male stereotypes and promotes a more inclusive and respectful attitude towards women in sports. This is particularly important in the context of rugby, where women’s teams have historically been underrepresented and undervalued.
Unilever’s Continued Commitment to Rugby and Women’s Sports
Unilever’s partnership with World Rugby is a long-term commitment to promoting the values of rugby and supporting women’s sports. By partnering with World Rugby, Unilever is able to promote its brand values of care, honour, and respect, while also supporting the growth and development of women’s rugby.
As Unilever looks to the future, it is clear that the brand will continue to play a leading role in promoting women’s sports and challenging male stereotypes. With its partnership with World Rugby, Unilever is well-positioned to drive positive change and promote a more inclusive and respectful attitude towards women in sports.
Conclusion
As we conclude our exploration of Unilever’s multi-tournament partnership with World Rugby, it’s clear that this innovative collaboration has far-reaching implications for the sports and consumer goods industries as a whole. By bringing together two beloved brands, Unilever and World Rugby, this partnership has created a platform for high-quality sports content to reach a wider audience, while also providing fans with engaging experiences that transcend traditional sports broadcasting. The key takeaway from this partnership is its ability to bridge the gap between sports and consumer culture, demonstrating how a strategic collaboration can yield meaningful results.
The significance of this partnership lies in its potential to revolutionize the way we consume sports content and promote a culture of inclusivity and diversity. By partnering with World Rugby, Unilever has demonstrated its commitment to supporting grassroots sports development and promoting a culture of respect, values, and ethics. Furthermore, this partnership has the potential to inspire a new generation of fans and athletes, fostering a sense of community and shared purpose. As the sports and consumer goods industries continue to evolve, partnerships like this one will play an increasingly important role in shaping the future of sports broadcasting and consumption.
As we move forward, it will be exciting to see how this partnership continues to grow and evolve, with potential opportunities for innovative content creation, grassroots sports development, and brand advocacy. As the lines between sports and consumer culture continue to blur, one thing is clear: the future of sports broadcasting and consumer goods will be shaped by bold, innovative partnerships like the one between Unilever and World Rugby. “The intersection of sports and consumer culture is no longer a niche market – it’s a game-on.”