British & Irish Lions Convert Apparel Extension

The British & Irish Lions has extended its partnership with Canterbury.

The deal will see the sportswear provider remain The British & Irish Lions’ official apparel partner and exclusive kit supplier for the upcoming 2025 Lions Tour to Australia.

The British & Irish Lions partnered with the sportswear brand for both the 2017 and 2021 Series with the partnership now extending to incorporate the 2025 Tour.

The extended partnership will also see the launch of the Lions Origin Schools initiative, marking the first official collaboration between The British & Irish Lions, Canterbury, and schools’ rugby.

The programme has been described as an opportunity to ‘celebrate the connection between the Lions and schools that have played a pivotal role in shaping future Lions players.’

Ben Calveley, CEO, The British & Irish Lions, commented, “Canterbury have been a fantastic partner to The British & Irish Lions for many years, and we are thrilled to extend our relationship to include the 2025 Tour to Australia.

“With anticipation building, we believe 2025 has the potential to be the greatest Lions Tour ever and the support of Canterbury is crucial as we work in partnership towards that end.”

Tom Halsey, Commercial Director, The British & Irish Lions, added, “The British & Irish Lions is an iconic sporting brand with our famous red jersey at the heart of this, and it is really important to have a partner that enables us to showcase this to the world in the best possible way.

“We are delighted to have the support of Canterbury and look forward to working with them to develop the jersey and kit that will be worn in Australia alongside our wider Lions apparel.”

Simon Rowe, VP Global Sports Marketing, Pentland Brands, commented, “This extended partnership is a testament to our longstanding collaboration and shared commitment to investing in, and celebrating, the incredible sport of rugby.

“Together, we will create ground-breaking kits that reflect the spirit of the Lions and push the sport into a new era of Lions fan. Our focus extends beyond the field, as we aim to expand the appeal of rugby to new consumers and ignite their passion for the sport.

“This extended partnership signifies our pride in being part of the Lions journey. With a shared goal of making a lasting impact, we embrace innovation and strive to approach things differently, while maintaining the rich heritage and traditions that make rugby special.”

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