Tide will be integrated across For The Love of Rugby during Six Nations 2026 as part of a new partnership with Sport Social Podcast Network.
The three month agreement will see the business management platform aligned with official Six Nations content within Sport Social’s rugby output, centred on For The Love of Rugby, hosted by former England internationals Ben Youngs and Dan Cole and produced by Crowd Network.
The campaign places Tide within two minute branded segments in Six Nations special episodes, alongside host read advertising, social media activity across official podcast channels and YouTube studio branding.
An announcer read, voiced by Ben Youngs and Dan Cole, will also run across a further 29 rugby titles within the Sport Social Podcast Network.
Paul Swaine, Brand Partnerships Director at Sport Social Podcast Network, said: “This integrated partnership showcases how a 360-layered approach can creatively stitch Tide’s brand and product offering into content like For The Love of Rugby across multiple platforms.
“With Ben and Dan hosting during the Six Nations, we’re able to place Tide at the heart of official rugby conversations in a way that feels natural, engaging and relevant to the audience. It’s a strong example of how brands can work closely with podcasts to reach business audiences through trusted voices.”
Ben Youngs, co host of For The Love of Rugby, said: “If I believe in anything, it’s making admin easier and taking the stress out of our finances. Tide is clearly on the same page, so we’re the perfect match.”
Dan Cole added: “Ben and I are running a small business together, and it’s great to have Tide on board as our official business finance partner.”
James Russell Rands, performance marketing lead at Tide, said the partnership was a natural fit, noting the show’s audience includes many small business owners.
The collaboration builds on Tide’s host read podcast activity last year, following what the companies described as strong performance and alignment with Sport Social’s listener profile.
