Nick ‘Honey Badger’ Cummins’ season of The Bachelor to premiere on 15 August with four new sponsors

UPDATE 7:05pm: Ten has now retracted its claim that Duromine is a sponsor of season six of The Bachelor. 

The sixth season of The Bachelor will begin on Ten on Wednesday 15 August.

Hyundai will return as a sponsor of the program, while Ten has said first-time sponsors Tresemmé, Tradie, Blistex, Aspen S26 and Duromine have also come on board. 

Hyundai’s partnership with The Bachelor will include Konas being used throughout the season. In addition, the program will run a competition in which a viewer can win a car, delivered by host Osher Gunsberg.

Hair-care brand Tresemmé has created a series of ‘Get the Look’ video tutorials showing the audience how to recreate styles sported by the female contestants with stylist Helen Dowsley. The Tresemmé competition prize includes a trip to Sydney to meet Cummins as part of an integrated Ten Play and Woolworths promotion.

Ten’s social and digital show Bachelor Unpacked will also be returning. The show first pops up on The Bachelor’s Facebook page, and is available on Ten Play and now Ten Daily the following day.

Network Ten executive general manager of revenue and client partnerships, Rod Prosser, stressed the family-friendly and brand safe credentials of this season of The Bachelor.

“Aussies love nothing more than a good love story, and with The Honey Badger, this season will be like no other,” he said. “Because of its family-friendly, highly-integratable, brand safe environment, The Bachelor Australia continues to be a compelling brand for advertisers to align with. It’s great to be working with Hyundai again for its second straight season and to have Tresemmé, Tradie, Blistex, Aspen S26 and Duramine [sic] join The Bachelor Australia family.”

Cummins will hit screens in three weeks

MCN’s national director of content and brand partnerships Tania Jones predicted the show would be a multi-platform success.

“The local and international success of the format and the program’s ubiquitous effect means we engage viewers across multiple screens, making it attractive for all key demographics and brands looking for multi-platform opportunities. I’m certain The Bachelor Australia will once again capture the hearts of Aussies and most importantly, entrench itself in pop culture. Its extensive social media footprint also means we can continue to build on the success experienced last season for Bachelor Unpacked.”

UPDATE at 5:15pm: A spokesperson from Duromine’s parent company Inova Pharmaceuticals contacted Mumbrella at 5:07pm. They claimed an error had been made and Duromine is not a sponsor of The Bachelor. No clarification was offered on how the error had been made or how Ten came to issue a press release with Duromine listed as a sponsor of the program. Mumbrella is awaiting further clarification.

UPDATE 7:05pm: Ten has now retracted its claim that Duromine is a sponsor of season six of The Bachelor.

A Ten spokesperson told Mumbrella: “This morning when we announced the sponsors for The Bachelor Australia season six we announced that, Duromine, a product of Inova Pharmaceuticals, was a sponsor of the show. We wish to retract that part of our announcement.”


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