The British & Irish Lions have announced Fuller’s London Pride as its new Official Beer Partner. The agreement will run for an initial two years.
Fuller’s London Pride will launch the partnership with its Roar with Pride campaign, offering supporters a range of VIP experiences around the Lions’ three-test series against Rugby World Cup champions, South Africa.
Lions branding will also be incorporated across Fuller’s London Pride packaging and products, as well as at point of sale in pubs and supermarkets across England.
The campaign will also look to support clubhouses and grounds across Britain, with further promotions in partnership with the Lions designed to give something back to fans, clubs, and the wider rugby community.
The partnership will see the West London based brewer pouring at the Lions’ historic match against Japan at BT Murrayfield Stadium on Saturday 26th June 2021, the first time the Lions have played a Test match on home soil since 2005.
Who knows it may yet be the first home game of the year for the ‘touring’ team.
Access to the Lions’ coaching team and behind the scenes footage from the Tour will also be part of the overall partnership.
“London Pride is an iconic brand with a rich rugby heritage and is enjoyed by rugby supporters up and down the land,” said Ben Calveley, Managing Director at The British & Irish Lions, said.
“We are delighted to welcome them to our family of commercial partners and look forward to working together to create a truly memorable Series.”
“Fuller’s London Pride has had a proud association with rugby for many years, so it is very exciting and a real privilege for us to become the Official Beer of The British & Irish Lions and to be able to display the iconic Lions shield across our product range,” said Tim Clay, Managing Director of brand owner Asahi UK.
“The Lions has a special place in the heart of rugby fans throughout the four nations, and we hope to be able to help fans to maximise their enjoyment of the much-anticipated Series.
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