Synergy Wins Brief To Activate Canterbury’s Sponsorship Of British & Irish Lions

Canterbury has extended its relationship with sports marketing specialist Synergy to activate its partnership with the British & Irish Lions, a deal that sees Canterbury hold exclusive rights to manufacturing both the Lions match and training kit alongside a new lifestyle range.

Synergy will create and execute an integrated PR, digital and experiential campaign that will run from now until the much anticipated Lions tour of New Zealand in 2017.

Chris Stephenson, CEO of Canterbury, said “We’re delighted to continue our working relationship with Synergy off the back of a hugely successful Rugby World Cup campaign which delivered some of our strongest commercial results ever. As an agency they understand our brand proposition and are perfectly placed to activate what will be one of the biggest sponsorship campaigns in our history”.

Work has already begun on the campaign, with Synergy helping Canterbury mark the new partnership by re-issuing 1,959 limited edition versions of the British & Irish Lions jersey worn on the tour of 1959, the first and only time to date that Canterbury have made the Lions match kit. The commemorative shirt will be the first item in Canterbury’s new ‘Since 1888’ range.

Tim Crow, CEO Synergy, said: “Canterbury and Synergy share a longstanding history in rugby and we’re looking forward to delivering a campaign that cements Canterbury’s place as a leading brand in the sport”.