Guinness, a brand long synonymous with rugby culture, has been confirmed as the official beer sponsor for the British and Irish Lions tour to Australia in 2025.
The partnership will see Guinness engage in extensive promotional activities both on-site and off-premise across Australia. The iconic stout will be served in fan zones during Lions matches and featured in a range of consumer events throughout the tour.
Rugby Australia CEO Phil Waugh hailed the collaboration as a natural fit. “We’re delighted to partner with Guinness for the upcoming British and Irish Lions tour to Australia,” Waugh said. “An iconic beer partner perfectly matches the significance of this momentous tour, and we’re confident fans will welcome Guinness being part of the experience.”
Lion Australia’s Chief Marketing Officer Glen Brasington echoed this enthusiasm, emphasizing the brand’s deep-rooted connection to rugby. “Guinness and rugby go hand in hand – we’re proud to bring fans the chance to enjoy a pint both at the games and in pubs while watching.”
Dan Hamilton, Managing Director of Diageo Australia, underscored the cultural resonance of the partnership. “Guinness holds a special place in the hearts of Britain and Ireland, as do the Lions. We are proud to support rugby and this eagerly anticipated tour.”
The Qatar Airways British and Irish Lions tour will kick off on 28 June 2025, promising an unforgettable rugby spectacle paired with one of the sport’s most iconic beer brands.
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