The Welsh Rugby Union (WRU) has signed a three-year sponsorship deal Dove Men+Care.
The Unilever brand becomes a principle partner of the governing body until 2016 and will be the title sponsor of Wales’ autumn internationals for the next two years, beginning with the ‘Dove Men Series’ matches against South Africa, Argentina, Tonga and Australia this November.
The sponsorship, which is described by the WRU as a ‘seven-figure deal’, also covers Wales’ preparatory matches at the Millennium Stadium ahead of the 2015 Rugby World Cup.
The multinational consumer goods firm previously agreed a deal with the WRU in November 2011 to title sponsor Wales' international clash with Australia.
Dove Men+Care joins Admiral and Under Armour as a principal partner, while Heineken, Brains, NatWest, Guinness, Principality and Swalec are official WRU sponsors.
“We are delighted to welcome Dove Men+Care to the WRU as a principal partner,” said WRU’s head of sales and marketing Craig Maxwell. “They are the latest in an illustrious list of international companies and brands to have aligned themselves to the WRU and we are particularly pleased to be able to announce the initial partnership until 2016.
“It is vital to the future and long term strategic planning of Welsh rugby that we are able to agree partnerships of this type, which will give us added financial security over the next three years. We are now looking forward to working closely with Dove Men+Care on the activation of their sponsorship and on ensuring both parties can get the very best out of our new relationship.”
John Savage, the Dove Men+Care brand manager, added: “The relationship with the WRU to date has been a successful one, and we are thrilled to announce that both our partnership with the union and the Dove Men Series will continue for a further three years. The strength and quality of the current Welsh side offers the perfect platform to showcase the high performance and superior skin care benefits of the Dove Men+Care male grooming range.”