The British and Irish Lions’ 2021 tour of South Africa, the 14th since the tournament’s inception in 1891, has received much-need sponsorship support to ensure its success.
Castle Lager has committed itself to be the official title sponsor for the forthcoming tour. This announcement was made in Johannesburg on 5 November.
Fans will see the best rugby talent from England, Wales, Scotland and Ireland play against the Springboks, the reigning world champions.
“We are proud to become the official title partner for such a massive sporting event. We look forward to working with the Lions and SA Rugby to create a memorable series,” says Kudzi Mathabire, sponsorship brand director.
“More than 324 000 applications for tickets have been made since the ballot opened just nine weeks ago, with tickets for the three test matches being oversubscribed.”
According to Ben Calveley, managing director for the British and Irish Lions, the title sponsor has extensive experience in rugby sponsorship.
“We are delighted that Castle Lager has made such a significant commitment.”
Jurie Roux, chief executive officer of SA Rugby, believes the new partnership reaffirms the brand’s commitment to uplifting sport in South Africa.
The historic tour is staged in South Africa every 12 years. The series, set to kick off on 3 July 2021, will see the Lions visit some of the most impressive stadiums in world sport.
The Lions have toured South Africa on 13 previous occasions, with the first tour taking place in 1891.
The Lions have won four test series, lost eight and drawn one on South African soil.
Overall, the Lions have played against the Springboks 46 times, of which 17 matches were won, 23 were lost and six were drawn.