British & Irish Lions Acquire Two New Commercial Deals with Land Rover and Microsoft

By Community | September 5, 2012

The British & Irish Lions have secured two new commercial deals with global companies, Land Rover and Microsoft.  

Land Rover have become an Official Global Sponsor of The British & Irish Lions Tour to Australia 2013. This continues the relationship, which began in 1997, between one of rugby’s most iconic institutions and one of the world’s most popular SUV brands.

As part of the sponsorship, a range of Land Rover vehicles will provide essential support for The British & Irish Lions operations on Tour, with vehicles being used in the UK, Ireland, Hong Kong and Australia. 

John Edwards, Global Brand Director for Land Rover commented, “We are thrilled to be announcing this new partnership today and proud to be a part of The British & Irish Lions family again, who have been touring since 1888.

“We have a great heritage with The Lions, supporting them since 1997 and Land Rover’s brand positioning is based on the characteristic of Inner Strength, both physical and mental, so the synergy with the Lions is obvious for all to see.

“With the main Tour taking place in Australia, and the first ever match in Hong Kong, it truly reflects the global nature of our business and offers us the opportunity to showcase our vehicles. We look forward to working with this fantastic organisation and providing unique opportunities to rugby fans.”

Charlie McEwen, Director of Sales and Marketing, British & Irish Lions said: “Land Rover has a rich history and heritage of supporting premium rugby events and teams and we are delighted to be a corner stone of their sponsorship programme. Land Rover will act as a vital support to the team in the UK and Ireland and when on Tour in Hong Kong and Australia. The new Lions and Land Rover partnership sees us working together for a fifth Tour, a relationship spanning nearly twenty years, and we are confident we can build on the success of previous partnerships to ensure that the 2013 Tour is the best ever.”

Land Rover has supported The British & Irish Lions since 1997 and has toured with them to Australia, New Zealand and South Africa. The company’s well-established relationship with rugby currently includes Rugby World Cup 2015 in England, Premiership Rugby, Top 14 Orange in France as well as the 2012 Shanghai Sevens and Emirates Airline Dubai Sevens in 2012.

While Microsoft will also sponsor the British & Irish Lions rugby team touring Hong Kong and Australia in 2013.

The deal means the team will be able to use Microsoft’s cloud services and Windows 8 devices to analyse performances in training sessions and communicate with fans back home.

“This is just the start of our journey towards success in Australia, Hong Kong and beyond and we have ambitious plans to embed technology throughout the team bringing this Tour closer to the fans than ever before,” said Scott Dodds, general manager of marketing and operations at Microsoft.

Charlie McEwen, director of sales and marketing for the British & Irish Lions, added: “The Lions are a uniquely British & Irish institution celebrating the 125th year anniversary next year, but we are always looking for new ways to improve our game.”