Canterbury Adds ‘lions Origin’ Scheme To Lions Kit Deal
Canterbury has extended its partnership with the British and Irish Lions, continuing as Official Apparel Partner for the 2021 tour of South Africa.
The deal will see the specialist rugby brand supply all of the invitational team’s on-field kit as well as training wear for the tour of South Africa, where many England and Wales players will be looking to gain revenge on the Springboks for defeats at the 2019 Rugby World Cup.
As part of the partnership, Canterbury will also offer a special badge to grassroots teams who have produced a player who has gone on to play for the Lions. So-called ‘Lions Origin Clubs’ will be able to personalise their Canterbury kits with a logo displaying the fact they’ve produced a player who has won a Lions cap.
To announce the news, Canterbury held media events at four amateur teams who have developed a Lions player in the past, with a former Lions player in attendance. Moseley Rugby Club in England, Buccaneers RFC in Ireland and Hawick RFC in Scotland all hosted events, as did Trebanos RFC in Wales, where former player Justin Tipuric attended the event.
The official Lions kit for the 2021 tour is currently in the design process and set to be revealed in 2020.
Sean Kavanagh, Global Director of Sports Marketing and Sponsorship, Canterbury said: “As a grassroots club, producing a player who goes on to play at the top level is the highest accolade you can receive and we want clubs to be proud of this achievement and be able to shout about it. That is why we’ve introduced the Lions Origin Club logo to our Teamwear ranges for those clubs who have identified, nurtured and developed a special talent who has represented the Lions on the global stage.”
Ben Calveley, Managing Director, British and Irish Lions, added: “We are delighted to continue our successful partnership with Canterbury. Canterbury’s heritage with the Lions dates back to 1959 and their kit is loved by players and supporters alike. We look forward to working closely with them to develop the best technical kit available as well as an iconic Lions playing jersey for our Tour to South Africa in 2021.”
The news comes after the British and Irish Lions appointed integrated marketing and brand experience agency CSM as its official sponsorship agency.
