The national governing body for Rugby in Australia, Rugby Australia has announced a new sponsorship agreement with Guinness, the world-renowned Irish stout.
With this deal, the brand has become the official beer sponsor for the 2025 British & Irish Lions Tour to Australia, demonstrating its global commitment to the sport. This agreement brings together an iconic global beverage brand with one of rugby’s most prominent international events, improving the fan experience both at the stadium and beyond.
The agreement demonstrates Rugby Australia’s commitment to providing excellent experiences for both fans and partners throughout this highly anticipated tour.
As part of the relationship, Guinness will have substantial on- and off-premise engagement across Australia, be poured in fan zones at Lions games, and launch a number of consumer activations. This relationship not only improves the matchday atmosphere, but it also demonstrates the rising synergy between global brands and rugby, which contributes to the sport’s continuous growth and popularity in Australia.
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.”
CMO Lion Australia, Glen Brasington, said, “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.”
The 2025 British & Irish Lions Tour to Australia is set to take place from June 28 to August 2, 2025, and will be the Lions’ first visit since 2013. The visit will include nine matches, including three Tests against the Wallabies and six against local Super Rugby sides.
