HSBC Becomes Official Broadcast Partner for British & Irish Lions Tour

HSBC will become the official broadcast partner with Sky Sports for the British & Irish Lions Tour in Australia this summer.

The deal sees HSBC receive brand opening, closing and centre breaks during matches and highlights, as well as permanent HSBC headlines on Lions Tour pages.

David Shore, Sky Media’s head of new business, said: “As principal partner of The British & Irish Lions, it makes perfect sense for HSBC to extend its association to our multiplatform coverage.

“The broadcast sponsorship will enable HSBC to reinforce its partnership with viewers at home and on the move and we are delighted to have secured them.”

Giles Morgan (pictured), HSBC’s global head of sponsorship & events, added: “The British & Irish Lions Tour to Australia is an extremely important sponsorship for the bank.

“We’re delighted to be the first Principal Partner to renew their association for two consecutive tours and this multi-channel partnership with the official broadcaster is a key part of our sponsorship engagement activity with our UK customers.”

Speaking exclusively to iSportconnect, Morgan added: “Rugby attracts an important demographic in certain markets for HSBC.  The Lions is one of the pinnacles for the sport – and with its international appeal in UK, Hong Kong and Australia, we see the association as an important way of engaging with existing and future customers.

“As Principal Partner of the British and Irish Lions, it made sense for us to partner with Sky Sports with a multi-channel engagement platform to underline our association with the British and Irish Lions.”

The tour will be the fifth to be shown exclusively by Sky Sports since 1997 and ten matches will be screened live on television, mobile, online and tablet devices.