Rugby has been a real battle ground for beer sponsorship with Guinness and Heineken both investing millions in keeping their name front and centre stage.
When it comes to the British and Irish Lions Tour this summer though, the squad for which will be announced on April 19th, there will be a new brand encouraging you to raise a glass.
Doom Bar may not be a familiar name to many in Ireland. It is brewed in Cornwall and named after a sand bank local to the Sharp’s Brewery from which it comes.
“We are sure our fans at home will enjoy celebrating the tour with a pint of Doom Bar in hand,” said Lions Chief Operating Officer Charlie McEwan announcing the partnership.
Whether that will be that case with games and the three test matches kicking off at 0835 in our timezone is a moot point but the announcement is the latest in a line of commercial deals that includes Standard Life Investments, EY, Canterbury, Quantas, Land Rover and Gillette.
Doom Bar will be joining the Lions family as an Official Sponsor in the UK and Ireland. The partnership will run up to and throughout the 10 games of the tour.
“We believe the 2017 British & Irish Lions Tour to New Zealand represents the iconic and inspirational pinnacle of the rugby game so this is a proud moment for all of us in the brewery,” said James Nicholls, Senior Brand Manager at Sharp’s Brewery.
” The association of Doom Bar with the Lions is a great fit, based on our values of dedication, commitment, precision and teamwork, which are required on the field and in the brew house.
“Doom Bar has always had a strong association with rugby and we are especially proud of our history of supporting numerous local clubs in Cornwall and beyond, where rugby values are instrumental in helping to develop both individuals and communities.”