Tide Partners With For The Love of Rugby Podcast for Six Nations 2026 Sponsorship

business finance platform Tide has announced a new partnership with the Sport Social Podcast Network, securing prominent integration across the popular rugby podcast For The Love of Rugby during the Six Nations 2026 tournament.

The three-month collaboration is designed to place Tide directly inside official Six Nations rugby conversations, tapping into the tournament’s global attention while reaching a highly relevant audience of entrepreneurs and small business owners.

The deal will see Tide featured across podcast episodes, branded segments, social media promotions, and YouTube content, marking a significant step forward in the brand’s sports marketing strategy.

Tide logo featured in Sport Social Podcast Network rugby partnership announcement

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Tide Joins Six Nations 2026 Coverage Through Sport Social Podcast Network

As part of the agreement, Tide will be integrated into Sport Social’s official Six Nations podcast output, with the campaign built around For The Love of Rugby, a show hosted by former England internationals Ben Youngs and Dan Cole.

The podcast is produced by Crowd Network and has become one of the most-followed rugby discussion shows in the UK, particularly during major tournament seasons.

The partnership places Tide at the centre of the Six Nations media buzz, ensuring the brand remains visible during one of rugby’s biggest annual events.

What the Partnership Includes: Full Breakdown

The partnership has been structured as a multi-platform, high-frequency campaign, combining both direct podcast sponsorship and extended network-wide brand messaging.

Key Campaign Features Include:

This ensures Tide gains exposure not just from one show, but across a wide rugby podcast ecosystem, extending reach far beyond For The Love of Rugby’s core audience.

Tide Targets Rugby Fans Who Are Also Business Owners

Tide’s decision to invest in rugby podcasting reflects a growing trend among brands: aligning with sports content that attracts professional, loyal, and community-driven audiences.

According to the companies involved, For The Love of Rugby has a strong listener base that includes:

This makes the partnership particularly attractive for Tide, whose business banking and finance tools are designed for people managing their own companies.

Sport Social Highlights “360-Layered” Podcast Marketing Approach

Sport Social Podcast Network described the collaboration as an example of modern, integrated podcast sponsorship — going beyond simple audio advertising.

Paul Swaine, Brand Partnerships Director at Sport Social Podcast Network, said the campaign demonstrates how brands can embed themselves naturally into major sports conversations.

“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,” Swaine said.

He added that the timing of the partnership is especially powerful due to the hosts’ relevance during the tournament.

“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.”

Swaine also described the campaign as a strong case study for brands hoping to access trusted podcast audiences.

“It’s a strong example of how brands can work closely with podcasts to reach business audiences through trusted voices.”

Ben Youngs and Dan Cole Welcome Tide as Business Finance Partner

For The Love of Rugby hosts Ben Youngs and Dan Cole also expressed enthusiasm about the partnership, highlighting their own experience with business and financial admin.

Ben Youngs said Tide’s focus aligns well with their values as hosts.

“If I believe in anything, it’s making admin easier and taking the stress out of our finances,” Youngs said.
“Tide is clearly on the same page, so we’re the perfect match.”

Meanwhile, Dan Cole pointed out that the partnership fits their current professional reality beyond rugby.

“Ben and I are running a small business together, and it’s great to have Tide on board as our official business finance partner.”

Their endorsement adds a personal dimension to the sponsorship, strengthening Tide’s messaging through authenticity and credibility.

Tide Sees Natural Alignment With Podcast’s Audience Profile

Tide’s performance marketing lead James Russell Rands said the partnership was a logical progression, especially given the show’s strong connection to the small business community.

The company believes For The Love of Rugby offers access to listeners who are not just sports fans but decision-makers in their own professional lives.

Rands said the show’s audience includes a high proportion of business owners — a group Tide consistently targets through digital advertising and partnerships.

Partnership Expands on Tide’s Previous Podcast Success

The collaboration builds on Tide’s podcast advertising activity in 2025, where the brand ran host-read campaigns across multiple shows.

According to both companies, Tide’s earlier campaigns delivered strong engagement and aligned well with Sport Social’s listener demographics, prompting the decision to expand into a more integrated sponsorship model.

This indicates Tide is increasing confidence in podcast marketing as a core channel, especially in sports environments where audience loyalty is high.

Why Six Nations 2026 Is a High-Value Marketing Window

The Six Nations tournament remains one of Europe’s most watched sporting events, with strong followings in:

For brands like Tide, the tournament offers a concentrated period of weekly engagement where fans return repeatedly for analysis, previews, and reaction content.

Podcasts like For The Love of Rugby see spikes in downloads and YouTube views during the tournament window, creating a valuable opportunity for advertisers.

Podcast Sponsorship Is Becoming a Key Channel for Fintech Brands

Tide’s move reflects a wider trend of fintech and business platforms investing in podcast partnerships due to their ability to deliver:

Unlike traditional advertising, podcast sponsorship also allows brands to appear in a less intrusive way, often through personal storytelling and natural endorsement.

Sport Social Podcast Network Strengthens Rugby Portfolio

Sport Social Podcast Network continues to expand its rugby coverage, particularly during major tournaments like the Six Nations.

By extending Tide’s announcer-read ads across 29 additional rugby titles, Sport Social is demonstrating its ability to deliver scale and frequency — two factors that are critical for campaign performance.

This strategy ensures Tide gains exposure not only to hardcore rugby fans but also to casual listeners across different rugby formats and regions.

YouTube Branding Adds Extra Reach for Tide

A major highlight of the campaign is Tide’s branding presence within For The Love of Rugby’s YouTube studio output.

YouTube has become a rapidly growing platform for podcast consumption, particularly in sports where fans enjoy visual reactions, interviews, and behind-the-scenes studio dynamics.

By combining audio sponsorship with video visibility, Tide is positioning itself to capture attention from audiences who may not traditionally engage with banking or business tools.

The Rise of “Official Content” Partnerships in Sports Media

Sport Social’s mention of “official Six Nations content” is significant, as official tournament branding adds credibility and authority.

For brands, aligning with official tournament-linked coverage can deliver:

This type of sponsorship is increasingly sought after, especially as sports podcasts become a major source of fan engagement.

What This Partnership Means for Tide’s Brand Growth Strategy

For Tide, this deal is more than a rugby sponsorship — it is a targeted brand growth campaign designed to speak directly to small business owners in an environment where they are relaxed, engaged, and receptive.

By associating with well-known former England players, Tide also gains credibility and relatability.

Key advantages for Tide include:

This type of marketing strategy is expected to become more common as brands shift budgets away from traditional TV and into digital-first channels.

Industry Reaction: Podcast Ads Becoming “Premium” Sponsorship Assets

Podcast sponsorships have increasingly moved into premium territory, with brands now seeking fully integrated deals rather than one-off ad placements.

The Tide–Sport Social partnership reflects a model where brands aim to become part of the content ecosystem rather than simply interrupt it.

This “embedded marketing” approach often performs better in terms of:

The Bigger Picture: Rugby Podcasts Are Now a Major Commercial Platform

Rugby media has seen rapid digital expansion in recent years, particularly in podcasting.

Shows like For The Love of Rugby have become important platforms not just for commentary but for community-building and fan identity.

For advertisers, this means rugby podcasts can now deliver:

What Fans Can Expect From “For The Love of Rugby” During Six Nations 2026

For listeners, the podcast is expected to deliver tournament coverage including:

With Tide now integrated into special episodes, fans will hear branded segments that are expected to fit naturally within the show’s conversational style.

Final Thoughts: A Smart, Well-Timed Partnership

Tide’s sponsorship of For The Love of Rugby during Six Nations 2026 is a calculated and timely marketing move, leveraging one of the biggest rugby events of the year and one of the UK’s most trusted rugby podcasts.

The campaign blends host credibility, official tournament content, and multi-platform distribution — a formula that is increasingly becoming the gold standard in podcast advertising.

As fintech brands continue to compete for attention in crowded digital spaces, partnerships like this could offer a more authentic route to customer acquisition.

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