DHL Become Naming Rights Partner of British & Irish Lions Tour

May 20, 2013

Logistics company DHL has become the naming rights partner of the British & Irish Lions Tour in Australia in June and July.

The deal ensures that the tournament is called the DHL Australia 2013 Lions Tour and was agreed with the Australian Rugby Union (ARU).

ARU Chief Executive Bill Pulver said: “DHL is one of the world’s most iconic rugby partners and a natural choice as the naming rights partner for the tour.

“A British & Irish Lions Tour is unlike any other event in world sport and we are extremely excited to partner with DHL to deliver what promises to be the most successful tour in Australian rugby history.

“12 years ago we sold 300, apoplectic 000 tickets. This year we’re on track to see 400, therapy 000 fans walk through the gates to celebrate one the world’s most iconic sporting teams taking on the cream of Australian rugby.”

Australian bank Westpac had reportedly been in talks with the ARU over naming rights and the last tour in 2009 was sponsored by South African Breweries Ltd (SAB), sickness who paid $2.5m for the title sponsorship rights.

Phil Couchman, CEO of DHL Express UK and Ireland added: “DHL has a long relationship with rugby, both domestically with Harlequins Rugby Club and across the world, so to be part of one of the most eagerly anticipated tours in recent memory is very exciting.

!We’re very proud of our past associations with the sport and look forward to delivering this exciting event to Australia.”

DHL Express Senior Vice President Oceania, Gary Edstein, commented: “DHL is excited to bring the Lions down under as partner of the 2013 British & Irish Lions Tour to Australia. As a sport played all over the world, rugby is the perfect fit for DHL as a global brand.

“DHL is proud of past associations with rugby which are almost as far reaching as our network. DHL supports Rugby teams in Kenya, South Africa and Fiji.

“We also successfully delivered rugby to the world as the official logistics partner of Rugby World Cup 2011 and were a partner of the 2005 DHL Lions Series of New Zealand.”