Sport Social Podcast Network has announced a new partnership with business management platform Tide, who will collaborate with For The Love of Rugby during the ongoing Six Nations 2026 tournament.
The three-month partnership will see Tide integrated across Sport Social’s rugby vertical, aligning the brand with official Six Nations content through For The Love of Rugby, hosted by former England internationals Ben Youngs and Dan Cole and produced by Crowd Network.
Designed as a layered, 360-degree campaign, the partnership brings Tide in front of a rugby audience in a way that is engaging, relatable and authentic. The collaboration builds on Tide’s host-read podcast activity in 2025, following strong performance and a clear fit with Sport Social’s listener profile.
As part of the partnership, Tide will feature in two-minute branded segment features across For The Love of Rugby Six Nations special episodes, alongside host-read ads, social media amplification across official podcast channels, and YouTube inclusion with studio branding.
The campaign is further supported by an announcer-read voiced by Ben Youngs and Dan Cole, delivering across an additional 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.”
The show’s co-host Youngs added: “If I believe in anything, it’s making admin easier and taking the stress out of our finances. Tide are clearly on the same page, so we’re the perfect match. This will be our first Six Nations since finishing our playing careers and I can’t wait to get started.”
James Russell-Rands, performance marketing lead at Tide, said: “We’re really pleased to be partnering with For The Love of Rugby during the Six Nations. The show has built a strong, engaged audience, many of whom are also running their own businesses, which makes this a natural fit for Tide.”
