ENGLEWOOD CLIFFS, N.J. — NCAA® March Madness® illuminates the passion of sports fans, with millions cheering on their teams. This support and care from fans fuels the energy of the tournament, which is why Dove Men+Care teamed up with basketball legends, David “The Admiral” Robinson, Shane Battier and more to recreate the “Real Strength Manifesto” – a unifying message for fans that recognizes the impact of their care on the game.
“As an athlete, I have always been impressed by the intimate relationship between the fans and their teams,” said Robinson. “When I was playing during college and as a professional, the fans gave me the energy I needed to support my team and be the best player possible. I’m excited to work with Dove Men+Care this March to highlight the positive force of fans heading into the March Madness® tournament.”
For the 2018 “Real Strength Manifesto”, Dove Men+Care partnered with CBS college basketball analyst and sports writer Seth Davis to interview current and former athletes to better understand the positive ripple effect that fans have on the game. In addition to Robinson and Battier, Davis spoke with Jameer Nelson, Trey Burke, Marques Johnson, Gordon Hayward, Doug McDermott, and Danny Manning. These interviews and impactful stories, combined with Seth’s deep understanding of college basketball, inspired and informed the new Real Strength Manifesto.
“Over the years, I’ve seen firsthand the significant impact of fans on college basketball – the energy, passion, support and care are what make the sport so special,” said Davis. “Through my partnership with Dove Men+Care, I drew upon the inspiring stories from some of basketball’s greatest legends to honor and reflect on what their experiences with fans has meant to them. What resulted was a Manifesto that celebrates the positive impact fan culture can have on men today during the tournament and beyond.”
Dove Men+Care and the NCAA® will highlight the Manifesto to celebrate the fans’ role in the game during select games in Nashville, Detroit, Dallas and Los Angeles. The Manifesto will be displayed in-stadium while a group of local youth basketball players welcome the participating student-athletes onto the court.
“As a brand that is dedicated to highlighting the care that real men show every day, we are proud to partner with the NCAA to bring the Real Strength Manifesto to life,” said Nick Soukas, Vice President of Marketing for Dove Men+Care at Unilever. “In fact, Dove Men+Care research shows that 94% of men believe their best experience at sporting events included a sense of camaraderie with other fans in the standsi. The impact that positive fan culture has on all men, and the next generation, is significant, because of the way that sports can bring us together.”
To further bring the spirit of the Manifesto to life and in support of the San Antonio Local Organizing Committee’s annual Legacy Project, Dove Men+Care and the NCAA are refurbishing a park and basketball court in the Final Four®-host city. Directly following a dedication ceremony for the opening of the park on Tuesday, March 27, Dove Men+Care and the Positive Coaching Alliance will host a basketball clinic for youth athletes and their families, which will focus not only on skills but also positive fandom and sportsmanship. The Manifesto will also be integrated into the signage at the main entrance of the park and surrounding the basketball court.
Visit Dovemencare.com/NCAA to read, share and embrace the Real Strength Manifesto. For more #RealStrength visit @DoveMenCare on Facebook, Twitter, and Instagram.
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NCAA® Corporate Partnership
Unilever will spotlight Dove Men+Care during its sixth season as a proud partner of the NCAA® Division I Men’s Basketball Championship. As a leader in personal care, this multi-year commitment includes Unilever’s full portfolio of men’s and women’s personal care brands with exclusive category marketing and promotional rights related to all 90 NCAA® championship events across 24 men’s and women’s sports as well as integrated marketing opportunities, retail and print, promotions, online and television advertising. As part of the 14-year multi-media agreement with the NCAA® that runs through 2032, CBS Sports and Turner Sports are licensed and collaborate on the NCAA®‘s corporate marketing program.