Dove Men+Care has signed a title sponsorship deal that will see the autumn international series at the Millennium Stadium in Cardiff called the Dove Men Series.
The deal extends an initial partnership between Dove Men and the WRU last summer.
The Unilever-owned brand hopes to forge stronger ties with rugby in a bid to raise awareness and engagement with its target audience of men over 35.
Welsh national players Dan Lydiate, Rhys Priestland and Jonathan Davies were part of a PR launch of the partnership and the brand already has a relationship with Shane Williams
Paul O’Connor brand manager for Dove Men+Care says that the brand is looking into opportunities for Welsh national players to become brand ambassadors and feature in future TV, press and outdoor ad campaigns, although nothing is concrete as yet.
“Brand ambassadors aren’t key right now, but we’ll work with the guys if we can show their real sides ahead of the games in autumn,” he says.
The Dove Men series starts in November.