Castle Lager Signs As Title Partner of Lions Tour To South Africa

The British & Irish Lions and SA Rugby have signed Castle Lager as official title partner of the 2021 Tour of South Africa which kicks off on Saturday 3 July 2021. 

As part of the agreement, Castle Lager will receive in-stadia rights, including ticketing, hospitality and pouring, as well as kit branding rights, and access to Springbok and Lions players and coaches. The deal also sees a newly created Castle Lager branded Tour Series logo for use across a wide range of broadcasting, merchandising, digital and social media platforms. 

More than 324,000 applications for tickets have been made since the ballot opened nine weeks ago, with tickets for the three Test matches being oversubscribed.  

“Castle Lager has extensive experience in rugby sponsorship, and we are delighted that they have made such a significant commitment to supporting the Tour,” said Ben Calveley, British & Irish Lions Managing Director. 

The new partnership with Castle Lager reaffirms the brand’s commitment to SA Rugby and the Springboks having first begun its association in 1997. 

“This represents a hat-trick for our friends at South African Breweries,” said Jurie Roux, CEO of SA Rugby. “They have now been the series partner for all three British & Irish Lions tours to South Africa in the professional era: first under the Lion brand in 1997 and now with Castle Lager for the 2009 and 2021 tours."