BEER BRAND BECOMES THE OFFICIAL TITLE SPONSOR OF 2021 TOUR
South African beer brand, Castle Lager, has partnered with the British & Irish Lions and SA Rugby to become the Official Title Sponsor of the 2021 Tour to South Africa, in a deal that we are delighted to have brokered. The partnership will see the hotly anticipated tour – which gets underway in July and features three Test matches against 2019’s Rugby World Cup Champions, the Springboks – referred to as the Castle Lager Lions Series.
This marks the third time that Castle Lager, who formerly operated under the Lion Lager brand, has become a sponsor of the British & Irish Lions Tour to South Africa, following on from successful partnerships in 1997 and 2009.
This announcement was followed by the news that The Famous Grouse – the UK’s number one whisky brand, has been named the Official Whisky Partner of the British & Irish Lions and SA Rugby for next year’s series, in a deal that we also negotiated.
The partnership reinforces The Famous Grouse’s long-term commitment to the sport, with the brand planning to activate the sponsorship through a ‘Spirit of Rugby’ narrative. Alongside activity at Tour matches and fan zones, behind-the-scenes access will also pave the way for a content campaign focusing on the unique camaraderie that defines a Lions tour.
Earlier in the year, Vodafone signed up as the Official Shirt Sponsor of the British & Irish Lions, with Canterbury taking on the role as Technical Kit Supplier. Both brands are principal partners of the touring side. Elsewhere, Hackett was announced as the team’s Premium Outfit Supplier, whilst Rhino will act as its Official Supplier responsible for providing technical rugby training equipment support for the Lions as they aim for a historic victory on South African soil.