The British and Irish Lions rugby union touring organization has today unveiled a commercial tie-up with UK-based premium menswear brand Charles Tyrwhitt.
Through the deal, Charles Tyrwhitt becomes the official menswear partner for the Lions’ three-test tour of Australia in 2025.
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The brand will work with the Lions to “tailor an exclusive collection of bespoke formalwear” that will be worn by members of the touring squad.
In addition, the partnership will also result in a supporter collection being released by Charles Tyrwhitt later this year. Items in that range will include polo shirts, high-performance knitwear, shirts, and gilets.
The official British and Irish Lions Supporter Collection will be available in select stores, including the flagship London Charles Tyrwhitt location, as well as online, later this year.
Charles Tyrwhitt is already a brand partner of English rugby union's governing RFU, as well as of English soccer's Fulham, and the New York Jets NFL franchise.
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By GlobalDataThe Australia tour marks the first time since 2013 that the country will play host to the Lions, which as a side is made up of players from England, Wales, Scotland, and Ireland.
The three tests are set for July 18 (Brisbane), July 26 (Melbourne), and August 2 (Sydney).
In mid-October, the Lions unveiled IMG, the global sports and entertainment agency, as their worldwide licensing agency through 2027.
In early 2023, meanwhile, the Lions and Rugby Australia launched a joint venture to combine their respective commercial offerings for the tour and brought in CSM as the tour’s exclusive sponsorship agent.
In mid-April, meanwhile, the Lions unveiled a multi-year partnership with UK sports and TV production firm Whisper.
Through the deal, the duo have created the Lions Productions arm, which will produce a documentary covering the men's team’s tour of Australia in mid-2025. In addition, Lions Productions will produce an array of in-house and behind-the-scenes content for the Lions’ women’s team, which launched in January and will tour New Zealand in 2027.
