Adidas To End British Lions Partnership
adidas has confirmed it will end its 18-year partnership with the British & Irish Lions when the current contract expires this year.
The long-term partner of the Lions said in a statement: “adidas is proud to have been part of what has been a golden era for the Lions, starting with the famous winning tour of South Africa in 1997. The partnership has been the longest commercial relationship in Lions history and there have been many highlights, including victory in Australia in 2013.”
The confirmation follows a record £750m investment to replace Nike as a supplier for Manchester United.
According to media reports, the Old Trafford investment has also impacted former adidas ambassador Andy Murray – who joined Under Armour over Christmas – and the England cricket partnership, which has also been downgraded.
A new sponsor will now be able to take over the British & Irish Lions partnership for the next tour, to New Zealand in 2017.
