Dove Men+Care secures strategic win with Lions Tour media partnership

Dove Men+Care has teamed up with The Irish Times and Irish Examiner in a smart move to embed its brand directly into the digital coverage of the British & Irish Lions Tour. Through a collaboration with Mindshare and Irish Times Media Solutions, the partnership includes podcast sponsorship and daily content alignment, placing Dove Men+Care at the centre of the rugby conversation.

It’s a textbook example of contextual sponsorship done right: tapping into a high-engagement sports moment with content that matches audience passion. For decision makers in sponsorship, this campaign shows the power of aligning brand purpose with platform and moment, reinforcing brand relevance without disrupting the user experience.

Read the full story and see what makes this partnership stand out.