Guinness named the official beer partner for Lions Tour

Rugby Australia has announced that Guinness will serve as the official beer sponsor for The British & Irish Lions Tour to Australia in 2025.

This partnership represents a commercial agreement for the highly anticipated international rugby series, aligning an iconic global beverage brand with one of rugby’s most prestigious events.

Guinness will undertake extensive on and off-premise activities across Australia. This includes being available at Lions games within fan zones and executing various consumer activations.

Commenting on the partnership, Rugby Australia CEO, Phil Waugh, said: “We’re delighted to partner with Guinness for the upcoming British & Irish Lions Tour to Australia.”

“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,” Waugh said.

CMO Lion Australia, Glen Brasington, added: “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.”

This multi-faceted approach to marketing and distribution aims to leverage the tour’s broad reach, providing commercial opportunities for both Guinness and the event organisers through enhanced fan experience and brand visibility at key match venues.

The British & Irish Lions Tour in 2025 will feature a series of high-profile matches across Australia, including fixtures against the Western Force, Queensland Reds, New South Wales Waratahs, ACT Brumbies, and an AUNZ Invitational XV, culminating in three Test matches against the Wallabies. 

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