# Dove Blends Sports and Style in US Open Sponsorship Comeback The brand collaborates with fashion photographers to highlight trendy tournament looks without deodorant streaks. - **Source:** [Marketing Dive](https://www.marketingdive.com) - **Published:** 2026-08-12 - **Topic:** [Marketing](https://brifing.si/c/marketing) - **Original article:** - **On Brifing:** https://brifing.si/s/38bf2cec-9987-41b7-8f12-cd0db588d2e5 ## Dove's Sponsorship Strategy Dove aims to increase brand awareness by returning to sponsor the US Open Tennis Tournament. This year's sponsorship focuses on the intersection of fashion and sports. The brand has prepared a campaign highlighting the stylish looks of tennis enthusiasts. Images emphasize outfits without the white streaks left by deodorant use. ## Collaboration with Fashion Photographers For the campaign, Dove is working with renowned fashion photographers to showcase the tournament's style aspect. The photos highlight chic outfits of players and spectators while demonstrating Dove product effectiveness. This approach allows the brand to go beyond traditional advertising. The strategy at the intersection of fashion and sports aims to create broader impact among target audiences. ## Focus on Deodorant Streaks The main theme of Dove's campaign this year is the absence of white streaks from deodorant on clothing. The brand emphasizes that athletes wearing light-colored tennis outfits don't experience this problem. Campaign visuals show players' clothes remain streak-free even during movement. This message naturally highlights Dove's product performance. ## Target Audience and Engagement Dove's US Open sponsorship primarily targets young, style-conscious consumers. The brand plans to leverage the tournament's social media engagement to increase awareness. The campaign aims to attract both tennis fans and fashion followers. This dual approach provides Dove an opportunity to introduce its product portfolio to a wider audience. ## New Trends in Advertising Dove's sponsorship strategy demonstrates how brands are moving beyond traditional advertising methods. By positioning at the intersection of fashion and sports, the brand tells a more organic story. This approach makes it easier for consumers to see products as part of their daily lives. Dove aims to differentiate itself from competitors with this strategy. ## Industry Parallels More brands are incorporating fashion elements into sports sponsorships. For example, sportswear brands like Nike and Adidas follow similar strategies. However, Dove stands out as one of the first personal care brands to adopt this approach. This move reinforces the brand's innovative stance in the industry. ## Impact on Consumer Perception Dove's campaign makes consumers view the brand not just as a personal care product but as a lifestyle choice. The fashion-focused approach strengthens Dove's youthful and dynamic image. This strategy particularly aims to increase brand loyalty among Gen Z consumers. ## Contribution to Brand Value Dove's US Open sponsorship helps strengthen the brand's position in the global market. Such high-profile events increase brand equity and consumer trust. The campaign's success at the fashion-sports intersection creates an important reference point for Dove's future marketing strategies. The brand is consolidating its leadership position with this move. ## Sources covering this story - https://www.marketingdive.com/news/doves-marketing-mixes-sports-and-style-for-us-open-sponsorship-return/827652/ — --- _Summary written by Brifing from the original reporting. Copyright in the original article belongs to its publisher; read the full piece at the link above._