Guinness & Rugby Australia: 2025 Lions Tour Partnership
guinness has officially been named the beer sponsor for the 2025 British & Irish Lions Tour in Australia, promising an elevated fan experience. This pivotal partnership, announced by Rugby Australia, positions Guinness prominently at game venues and fan zones, alongside exciting consumer activations. The agreement signifies a strong link between the primary_keyword, Guinness, and the vibrant world of secondary_keyword, rugby. Leadership at Rugby Australia and Guinness shared their enthusiasm.Expect to see Guinness readily available as the tour unfolds from June 28 to August 2nd,featuring nine thrilling matches across Australia. Discover what’s next on News Directory 3.
Guinness Tapped as Official Beer Sponsor for British & Irish Lions Tour in Australia
Updated June 17, 2025
Rugby Australia has announced a new sponsorship deal, naming Guinness as the official beer sponsor for the highly anticipated 2025 British & Irish Lions Tour to Australia. This partnership aims to elevate the fan experience during one of rugby’s most prominent international events. The agreement underscores Guinness’s commitment to the sport and Rugby Australia’s dedication to providing top-tier experiences for fans and partners alike.
As part of the sponsorship, Guinness will have a important presence both at and away from the game venues across Australia.The iconic Irish stout will be poured in fan zones during Lions games,and a series of consumer activations are planned.This collaboration highlights the growing connection between global brands and rugby, contributing to the sport’s increasing popularity in Australia.
Phil Waugh, Rugby Australia CEO, expressed enthusiasm for the partnership. “We’re delighted to partner with Guinness for the upcoming British & Irish Lions Tour to Australia,” Waugh said. “It’s certainly fitting such a momentous Tour has an iconic beer partner and I’m sure many supporters will also enjoy having Guinness on board for the Tour.”
Glen Brasington, CMO Lion Australia, echoed this sentiment. “Guinness and Rugby go hand in hand – and we’re proud to partner with the Lions Tour so fans can enjoy a pint both at the games or in the pub watching,” Brasington said.
What’s next
The 2025 British & irish Lions Tour, sponsored by Guinness, is scheduled from June 28 to Aug. 2, 2025. it marks the Lions’ first visit to Australia since 2013 and includes nine matches: three tests against the Wallabies and six against local Super Rugby teams. Fans can expect an enhanced matchday atmosphere and various opportunities to engage with the Guinness brand throughout the tour.