Since two-thirds of men bond with their friends over sports, Dove Men+Care has a new campaign – ‘Bonds of Real Strength’ – to celebrate men’s friendships.

The campaign is timed to coincide with the 2106 NCAA March Madness, and draws attention to the friendship among basketball coaches, including Jim Calhoun and Kevin Ollie.

Calhoun said, “When Kevin found out he was going to be the new head coach, he told me that it wasn’t about me stepping aside, but about us linking arms together in a different way. Being there for each other has always been our biggest victory, and that’s why I’m grateful for the opportunity to work with Dove Men+Care this NCAA tournament season to show the real bond Kevin and I share off the court.”

Jennifer Bremner, director of marketing, Unilever, added, “The definition of male strength is shifting to include other values, and the care men show for their friends is a big part of that. Men value meaningful relationships, yet they feel pop culture downplays the importance these friendships play in their lives. By celebrating ‘Bonds of Real Strength,’ Dove Men+Care hopes to reveal what male friendship really looks like today, and the maturity, masculinity, and care that defines guys’ relationships.”

Unilever will spotlight Dove Men+Care during its sixth season as a proud partner of the NCAA Division I Men’s Basketball Championship.