UK: Diageo announces Lions sponsorship

Diageo brands, Guinness and Bushmills, have been announced as commercial partners of the British & Irish Lions Tour of South Africa in 2009. 

Guinness will be the 'Official Beer of the British & Irish Lions', while Bushmills Irish whiskey, an official supplier to the tour, is the 'Official Spirit of the British & Irish Lions', Diageo said in a statement today (28 May).

Lee Bailey, Guinness sponsorship manager, Diageo Great Britain said: "A British & Irish Lions rugby tour is always a hugely popular and well-watched sporting occasion in the UK and Ireland. It offers Guinness and Bushmills a fantastic opportunity to build excitement around the games and enhance fan involvement as much as possible."

Guinness was previously a sponsor of the 2005 British & Irish Lions Tour to New Zealand.

"We are delighted to be renewing our relationship with Diageo," said John Feehan, chief executive of the British & Irish Lions. "Their longstanding association with our sport and their credentials will, without a doubt, contribute to make the British & Irish Lions Tour to South Africa the biggest sporting event of 2009."

The alignment with the British & Irish Lions Tour will cover the ten-match tour of South Africa next summer, including three test Matches against the Springboks, the current Rugby World Cup champions beginning 30 May.