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Bladder weakness expert TENA Men is supporting the inspirational Infiniti Support Our Paras racing team as it seeks sporting success at the Dunlop MSA British Touring Car Championship. TENA Men has teamed up with the not-for-profit racing team, which has entered the championship for the first time in a bid to normalise the condition of urine leakage in men, and raise the profile of both the brand and the Support Our Paras charity. The collaboration is made all the more unique thanks to the seven ex-members of The Parachute Regiment, all of whom have been severely injured in the line of duty, who make up the team.

The ex-Paras have all been trained to work on and prepare the cars for each of the 30 races, which take place over 10 weekends in the next seven months. The team's long-term goal is to gradually train an injured ex- Paratrooper through the racing ranks until they can drive an Infiniti racing car in the future. Aiming to raise awareness and funds to improve the welfare of injured Paras and their families, the team is donating all profits to the Support Our Paras charity, the official charity of The Parachute Regiment. TENA Men hopes the collaboration will help to break down taboos surrounding urine leakage, which is experienced by one in four men over the age of 40 in the UK.

The sponsorship is just one of many initiatives that TENA Men has embarked on in recent months. It's digital campaign 'Keep Control', which includes a series of YouTube videos and TV adverts, is fronted by fictional character Stirling Gravitas who uses humour to help remove the stigma surrounding urine leakage.