The British & Irish Lions and SA Rugby have announced that Castle Lager will be the official title partner of the 2021 Tour of South Africa.
The brand will receive a comprehensive range of in-stadia rights, including ticketing, hospitality and pouring, as well as kit branding rights, and access to players and coaches from both teams.
The deal also sees a newly created, Castle Lager branded Tour Series logo, above, for use across a wide range of broadcasting, merchandising, digital and social media platforms.
More than 324,000 applications for tickets have been made since the ballot opened just nine weeks ago, with tickets for the three-Test matches being oversubscribed.
Test Matches
The Tour gets underway on July 3rd and the three test matches will be played on consecutive Saturdays on the 17th, 24th and 31st July.
A new dedicated website lionsseries.com and social media channels have also been launched as promotion build up.
Last week the Lions and Vodafone announced their plans for exciting new forms of digital activation.
“Castle Lager has extensive experience in rugby sponsorship, and we are delighted that they have made such a significant commitment to supporting the Tour,” said Ben Calveley, British & Irish Lions Managing Director.
Castle Lager has been a partner of South Africa Rugby since 1997 and has been the naming partner on the previous two Lions tours to the country in the professional era.
