The British and Irish Lions touring rugby union organization has announced a new partnership with whisky brand Patron Saint ahead of the Lions' men’s tour to Australia.
The partnership will see Patron Saint designated as an official supplier of the team.
As part of the deal, Patron Saint has crafted a new blend incorporating distinct flavors from the four unions the Lions represent – England, Ireland, Scotland, and Wales – and named it 1888 after the year the Lions were founded.
The Lions have concluded several commercial deals for the Australia tour, including a major partnership with Qatar Airways, the state-owned national airline carrier of the Gulf state, as title sponsor for the series.
Other commercial partners include Rhino, Oxford Landing, Charles Tyrwhitt, Howden, Canterbury, and Fanatics.
In preparation for the first test, the Lions will face an invitational Australian and New Zealand team at the Adelaide Oval, while the tour will also include pre-test fixtures in Perth, Brisbane, Sydney, Canberra, and Melbourne.
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By GlobalDataThe first test of the tour will start on July 19 at Brisbane’s Suncorp Stadium. Melbourne Cricket Ground will host the second test on July 26, while the final test will be played at Sydney’s Accor Stadium in Sydney Olympic Park on August 2.
Meanwhile, Australia’s Wallabies team has brought on board iconic brand Guinness as its official beer sponsor for the tour.
Through the partnership, struck with governing body Rugby Australia, Diageo-owned Guinness will gain significant on and off-premises activity across Australia, be poured at Lions games in fan zones, and have various consumer activations during the tour.
