The British & Irish Lions has announced Royal London as the official pensions, investment and life insurance partner of the Castle Lager Lions Series.
It is a secondary partnership that became available after Vodafone took over from Standard Life as the main partner of the touring team and all that surrounds it.
As part of that Royal London has become ‘principal partner’ of the Women’s Lions programme.
They will fund a study that will examine whether a Lions women’s team could be formed.
Through the partnership, Royal London is investing in the future of women’s rugby in the UK and Ireland by supporting research and analysis that could help it continue to grow.
Part of that could include a ‘Lionesses’ Tour in years to come though taking the steps towards that long term goal will also hopefully deliver more in terms of short term benefit.
The Women’s game is still a long way short of the professional set up on the Men’s side but the Lions themselves grew out of an amateur game and what was possible then should be so again.
“We are very excited to have agreed a partnership with a brand of the calibre of Royal London,” said British & Irish Lions managing director Ben Calveley.
“Like the Lions, Royal London is a purpose-driven organisation which aims to bring people together and build relationships. What’s more, we have joined forces with a company known for its innovative and engaging approach to sponsorship who I am sure will add enormous value to the Series.”
“The feasibility study is an important first step in determining whether a women’s Lions could be established, and we are very grateful to have Royal London’s support and investment.”
“Sport has been impacted by COVID-19 and it’s fantastic to be able to support the Lions in the commitment to deliver the Castle Lager Lions Series,” added Susie Logan, group chief marketing officer at Royal London.
“The Lions is a unique sporting event that unites rugby fans across the UK and Ireland and inspires the next generation of sports people. That’s why, despite the uncertainty currently faced by the tour we believe it’s important to provide support.”
As a ‘global partner’ Royal London will receive a comprehensive range of in-stadia rights, including ticketing, hospitality and pitch branding, as well as kit branding rights, and access to Springbok and Lions players and coaches.
In addition, Royal London will benefit from a suite of digital and social media rights, access to the Lions’ events programme, and the option to create bespoke content using Lions archive and on-tour footage.
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