# Antiperspirant Sports Partnership Campaigns Dove X the US Open Launch an Underarm Ambassadorship By Georgia Wray Norsten | Published 2025-08-13 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/dove-x-the-us-open References: [prnewswire](https://www.prnewswire.com/news-releases/dove-deodorant-serves-up-freshness-at-the-us-open-tennis-championships-announces-nationwide-casting-call-for-ambassador-302526961.html)  Dove x The US Open made a bold debut this summer as '[Dove Advanced Care](https://www.trendhunter.com/trends/freethepits) Antiperspirant' became the tournament’s first-ever Official Underarm Sponsor. To celebrate, Dove launched a nationwide casting call for an 'Underarm Ambassador' -- marking a historic first with a N.U.L. (Name, Underarm, Likeness) creator deal. From August 12-17, fans are invited to post submission videos showcasing why they deserve the role, vying for a $10,000 sponsorship, a VIP trip to the US Open, and a feature on @DoveRealTok. The campaign champions underarms as unsung heroes in sports, celebrating their role in every serve, cheer, and standing ovation. It’s all backed by Dove Advanced Care’s [72-hour odor and sweat protection](https://www.trendhunter.com/trends/dove-mencare-maximum-protection) -- designed to keep fans and athletes fresh on and off the court. Image Credit: Dove x US Open ## Trend Insights (Trend Hunter) - Score: 6.3/10 - Popularity: 71% | Activity: 71% | Freshness: 47% - Audience gender: 50% men, 50% women - Primary generations: Gen Z, Millennial - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Branding](https://www.trendhunter.com/branding) ## Key Themes ### Key Themes Behind This Trend - **Brand-focused Fan Engagement:** By launching campaigns like the Underarm Ambassador search, brands can create closer connections with consumers through fan-driven content and community involvement. - **Experiential Sports Marketing:** Collaborations like Dove's with the US Open illustrate how sporting events can serve as platforms for immersive brand experiences that resonate with diverse audiences. - **Innovative Endorsement Models:** The introduction of N.U.L. (Name, Underarm, Likeness) deals provides a new framework for brand partnerships, expanding traditional endorsement opportunities beyond high-profile athletes. - **Social Media-driven Promotions:** By incorporating platforms like @DoveRealTok, brands can leverage the power of social media to engage younger audiences and empower consumer-generated content. ### Where This Applies - **Personal Care:** The personal care industry can harness sports partnerships to highlight product efficacy while drawing attention to often-overlooked product attributes. - **Sports Sponsorship:** Aligning personal care brands with major sporting events offers new avenues for sponsorships that emphasize performance and personal care synergy. - **Influencer Marketing:** Emerging strategies like collaborating with everyday consumers as brand ambassadors pave the way for authentic influencer partnerships in various sectors. ## Related on Trend Hunter - [Underarm Celebration Initiatives](https://www.trendhunter.com/trends/freethepits.md) - [Comedian-Supported Antiperspirant Campaigns](https://www.trendhunter.com/trends/antiperspirant.md) - [Wedding Day Grooming Sponsorships](https://www.trendhunter.com/trends/wedding-campaign.md) - [Mascot-Approved Deodorant Campaigns](https://www.trendhunter.com/trends/dove-mencare-deodorant.md) - [Serum-Enriched Antiperspirants](https://www.trendhunter.com/trends/dove-clinical-care-antiperspirant.md) - [Empowering Female Athlete Campaigns](https://www.trendhunter.com/trends/dove-and-sports-illustrated.md) - [Men-Targeting Antiperspirant Campaigns](https://www.trendhunter.com/trends/here-for-sweat.md) - [Effective Heavy Sweating Cosmetics](https://www.trendhunter.com/trends/dove-mencare-maximum-protection.md) - [Confidence-Inspiring Youth Beauty Campaigns](https://www.trendhunter.com/trends/the-game-is-ours1.md)