Dove US Open Campaign Selects First-Ever Underarm Ambassador

Dove Advanced Care Antiperspirant has announced its role as the Official Underarm Sponsor of the 2025 US Open launching an innovative campaign that gives one lucky fan the chance to make social media history. From August 12–17, Dove fans nationwide are invited to post their submission video on Instagram or TikTok, showing off their winning personality and vying for the title of Dove Underarm Ambassador.

Serving Freshness and Fun: The Casting Call

Dove’s open casting call is looking for energetic, unique individuals who embody confidence, creativity, and the spirit of the game. Whether participants are showing off winning looks, big serves, or even celebrating with arms raised in victory, the contest offers an inclusive opportunity to move from the sidelines to the spotlight.

The winner receives a groundbreaking N.U.L. (Name, Underarm, Likeness) creator deal—the first of its kind in sports and social media marketing. As the official Dove Underarm Ambassador, the winner will star on Dove’s social media (@DoveRealTok), report live from the US Open, and promote the benefits of Dove Advanced Care Antiperspirant to sports fans and beauty enthusiasts alike.

The full package includes:

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  A $10,000 N.U.L. sponsorship and official Dove Ambassador title

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  VIP 72-hour trip to the 2025 US Open in New York, complete with a guest

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  Featured role on Dove’s dedicated TikTok account, @DoveRealTok

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  72-hour sweat and odor protection courtesy of Dove Advanced Care Antiperspirant

Giving Underarms Their Moment

Dove’s sponsorship puts underarms—often overlooked but always in action—center stage at one of tennis’ biggest tournaments. Whether it’s powering a serve, celebrating a match point, or waving through a cheer in the stands, underarms have earned their time in the spotlight.

Kevin Tolson, Head of Dove & SheaMoisture Deodorants at Unilever, said, “We’re proud to make history as the Official Underarm Sponsor of the US Open. This isn’t just about putting underarms on the map – we’re turning them into icons. The casting call is our unique invitation championing fans to serve looks, not sweat, and take center court in a new way only Dove could imagine – with the help of Dove Advanced Care.”

How To Enter—and Make Sports Sponsorship History

Aspiring ambassadors can enter by posting their videos to Instagram or TikTok between August 12 and 17. Dove is looking for authentic, stand-out personalities who know how to bring energy both in-person and online. The campaign puts a fresh twist on sports sponsorship while emphasizing confidence and care—for athletes and fans alike.

Details, official rules, and instructions for entering are available at rules.dja.com/doveunderarmambassador.

Following the Action

Throughout the US Open, Dove will share behind-the-scenes content and highlight the new Ambassador’s journey on @DoveRealTok and under the hashtag #DoveSponsoredPits.

By championing underarms on the world tennis stage, Dove is rewriting the rules of sports sponsorship—inspiring new confidence, celebrating individuality, and giving every fan their shot at center court.