Vodafone Becomes British & Irish Lions Lead Partner For 2021 Tour Of South Africa

Vodafone has signed as Lead Partner of the British & Irish Lions for the 2021 Tour of South Africa. 

As Lead Partner, Vodafone’s logo will feature on the front of the Lions’ jersey, making Vodafone an integral part of the ‘Sea of Red’ that will sweep every ground and city it travels to. The sponsorship also includes the provision of communications equipment to keep everyone involved in the Tour connected and technical support for training and player performance.

Fans will be able to immerse themselves in the action through a dedicated app, interactive games, and exclusive content. Vodafone will be creating innovative fan experiences through experiential activations both at home and in South Africa. 

Max Taylor, Commercial Director, Vodafone said: "Nothing in sport unites us quite like the Lions. The team bonds nations that normally compete, unites families and friends and brings generations closer together. 

"At a time when connection, unity and community are more important than ever, the Lions 2021 Tour gives us a great opportunity to bring people together in a way that no other sporting event can. The build up to this incredible touring event starts now. It’s time to unite the pride."

Ben Calveley, Managing Director of the British & Irish Lions, added: "Today’s announcement represents two iconic brands coming together.  Along with supporting Warren and the team, Vodafone will also help to enhance the experience of Lions supporters through the very best technology and innovation. 

"The fans are a crucial aspect of any Lions tour and we will need to ensure they feel part of the team, to ignite their incredible support, if we are to overcome the World Champions.

"In Vodafone we have found a partner who shares our passion for connectivity, and we are delighted to have them on board to enhance the experience of the Lions fans across the world.” 

The Lions partnership builds on Vodafone’s heritage in rugby, which includes existing partnerships with the IRFU and Wasps. Vodafone is the official communications partner to the Irish Women’s rugby team and has extended its partnership with the IRFU by becoming official sponsor of the Women’s Interprovincial Competition.

The partnership is the most significant sponsorship Vodafone has embarked on in recent years and will be amplified through a multi-platform campaign using the hashtag #UniteThePride.