The British and Irish Lions continue to mark up strong sponsorship deals ahead of next Summer’s tour to South Africa.

The Famous Grouse Whisk(e)y brand will be the Official Whisky of the Tour, taking on board the Scottish rather than the Irish spelling of the spirit.

They join Castle lager who were announced the previous week as the Title Partners of the eight-game, three test match series in July.

Vodafone are fully signed up as sponsors of the Lions team and will be on the front of the players shirts through the tour.

Famous Grouse will have behind the scenes access for content creation around the concept of the spirit and camaraderie of a Lions tour.

The brand has also signed deals of similar fashion with Premiership Rugby in England and Glasgow Warriors in the Guinness PRO14.

“We are delighted to have agreed a partnership with The Famous Grouse ahead of our tour to South Africa next year,” said British and Irish Lions CEO Ben Calvey.

“It is a brand known for its innovative and engaging approach to sponsorship and we look forward to working together to create a truly memorable series.”

“The Famous Grouse has been investing in the sport of rugby for the past 30 years, and we are very proud to have reaffirmed our commitment to this great game by agreeing these three exciting new partnerships at both international and club level to celebrate The Famous Grouse as The Spirit of Rugby,” added Mark Riley for the brand.

“As the UK’s number one whisky, we recognise the value of team spirit and the level of determination required to be the best. This is synonymous with the desire, pride and camaraderie that we see every matchday out on the rugby field.”

Sport for Business Partners