As a brand considered synonymous with rugby, Guiness has been named the official beer sponsor for the British and Irish Lions tour to Australia in 2025.
As part of the partnership, Guinness will have significant on- and off-premise activity across Australia, be poured at Lions games in fan zones and included in other various consumer activations.
Rugby Australia CEO Phil Waugh said the partnership between Rugby Australia and Guinness is a fitting one.
“We’re delighted to partner with Guinness for the upcoming British and Irish Lions tour to Australia,” he said.
“It’s certainly fitting such a momentous tour has an iconic beer partner and I’m sure many supporters will also enjoy having Guinness on board for the tour.”
Glen Brasington, CMO Lion Australia, agreed with Waugh’s enthusiasm for the partnership.
“Guinness and rugby go hand in hand – and we’re proud to partner with the Lions tour so fans can enjoy a pint both at the games or in the pub watching.”
Diageo Australia’s Managing Director Dan Hamilton also noted the cultural significance of the brand partnership.
“Guinness holds a special place in the heart of Britain and Ireland, and so do the Lions. We are proud to continue to support the great sport of rugby, and this eagerly anticipated British and Irish Lions tour.”
The Qatar Airways British and Irish Lions tour of Australia kicks off 28 June 2025.