The announcement, which was made jointly by SA Rugby and the British & Irish Lions on Thursday, builds on more than 30 years of the well-known whiskey brand’s involvement with rugby. Rugby enthusiasts can book British lions 2021 tickets on our website at exclusively discounted prices.
The Famous Grouse will be the official whiskey of the British & Irish Lions and SA Rugby for the Castle Lager Lions series in 2021, and fans will be able to engage in the latest conversations and celebrate ‘The Spirit of Rugby’ with @TheFamousGrouseRugby on Twitter.
In addition to having access to players from both teams and revealing stories of team spirit and camaraderie, The Famous Grouse will also host activations at every game on the tour and in key fan areas, as well as giving fans the opportunity to see a Lions training session and enjoy a behind-the-scenes tour on game day.
Jurie Roux, Chief Executive Officer of SA Rugby, said: We are very excited to introduce the proud history and heritage of the Springboks at The Famous Grouse by welcoming Lions to the shores of South Africa in 2021. The fans can expect South Africa to be a warm and hospitable host as we cherish one of the greatest sporting occasions in world rugby. We will toast to that.
Ben Calveley, Managing Director of British & Irish Lions, said: We are delighted to have agreed on a partnership with The Famous Grouse ahead of our South African tour next year. It is a brand known for its innovative and engaging approach to sponsorship and we look forward to working together to create a truly memorable series.
Mark Riley, Managing Director of Edrington-Beam Suntory UK, said: “The Famous Grouse has been investing in the sport of rugby for the past 30 years and we are very proud to have reaffirmed our commitment to this great game by embracing these three exciting new international and club partnerships to celebrate The Famous Grouse as The Spirit of Rugby.”
As the UK’s number one whiskey, we recognize the value of team spirit and the level of determination it takes to be the best. This is synonymous with the desire, pride and camaraderie that we see every game day on the rugby field.
“These new partnerships are another important milestone in The Famous Grouse’s journey to deliver fruitful collaborations that benefit all stakeholders and rugby supporters in particular.”
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