The British & Irish Lions have announced that Mud House Wines will become an official sponsor of the 2017 Tour to New Zealand.
The tour is well positioned already more than 12 months out having signed deals with Canterbury and Standard Life Investments earlier this year.
The award-winning wine brand has grown to become the fifth largest New Zealand wine in the UK. The willingness and ability to accept sponsorship from an alcohol brand is an important element of Rugby’s commercial strength with Guinness and Heineken among the largest supporters of the sport here and Heineken having recently added US Rugby assets to its portfolio.
Accolade Wines, the importers of Mud House in the UK has also announced it will be sponsoring Sky Sports coverage of all Southern Hemisphere rugby in 2016.
“We are delighted to welcome Mud House Wines as an official sponsor and wine supplier to the Lions,” said British & Irish Lions Chief Operating Officer Charlie McEwen.
“Accolade Wines are the premier wine supplier in the UK and to have a quality New Zealand wine such as Mud House is fantastic.”
Accolade Wines CEO Paul Schaafsma believes that for Accolade, with a strong UK presence and as a leading supplier of new world wine from New Zealand, Australia and South Africa, rugby sponsorship was a natural fit.
“Accolade Wines will be investing over £3m into rugby sponsorship from now until 2018 and, in sponsoring the Lions as they tour New Zealand next June, we believe the many thousands of following supporters will enjoy seeing where Mud House wines are produced.”
“We are also very proud to be sponsors of all Sky Sports SANZAR game coverage throughout 2016.”
The brand has taken on Sean Fitzpatrick and Jason Robinson as brand ambassadors to promote the association with the Lions.
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