Global insurance group Howden sponsors The British & Irish Lions

The British & Irish Lions has revealed details of a new partnership with Howden, the global insurance group. Howden becomes a Principal Partner of The British & Irish Lions for the next four years and will be the official front of shirt/jersey sponsor for the upcoming 2025 Lions Tour to Australia.

The new partnership will also see Howden support The British & Irish Lions at a community level via the Lions Origin Clubs, championing clubs that have helped shape the future of the Lions by producing and guiding players on their rugby journey.

Alongside the 2025 Tour and community partnership, the insurance group will expand their investment into the Lions Women’s programme as The British & Irish Lions explores the possibility of a historic inaugural Lions Women’s Tour. 

Ben Calveley, CEO The British & Irish Lions, commented: "It is testament to Howden that their support for The British & Irish Lions spans across multiple strands including the Men’s Tour to Australia, our ongoing work in relation to a potential Lions Women’s Tour as well as at community level."

David Howden, Founder and CEO, Howden Group, said: "We have been heavily involved in community and professional sport for more than a decade through our Sport and Entertainment practice and this partnership aligns us with a unique franchise in elite sport, one which harnesses the collective power of the home nations and the passion and imagination of rugby fans and non-rugby fans alike around the world. It is our core employee ownership and the passion and imagination of our people which makes us a different kind of animal in the insurance world, so the Lions feels like a perfect match."