Dhl Delivers Lions Tour Naming Rights

21 May 2013 | tshego

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Global logistics firm DHL has agreed a last-minute deal to become the naming rights partner of the upcoming British & Irish Lions Tour in Australia, with the DHL Australia 2013 Lions Tour kicking off on Wednesday 5th June when the tourists take on the Western Force at Patersons Stadium in Perth.

The sponsorship was agreed with the hosts of the Tour, Australian Rugby Union, who posted a loss of AUS$8.3 million in April.

ARU chief executive Bill Pulver said: ‘DHL is one of the world’s most iconic rugby partners and a natural choice as the naming rights partner for the tour. A British & Irish Lions Tour is unlike any other event in world sport and we are extremely excited to partner with DHL to deliver what promises to be the most successful tour in Australian rugby history.’

’12 years ago we sold 300,000 tickets. This year we’re on track to see 400,000 fans walk through the gates to celebrate one the world’s most iconic sporting teams taking on the cream of Australian rugby. With only a handful of tickets left, the DHL Australia 2013 Lions Tour is shaping up as the must-see sporting event of the year.’

As well as sponsoring 2011/12 Aviva Premiership Champions Harlequins Rugby Club, DHL also successfully delivered rugby to the world in 2011 as the Official Logistics Partner of Rugby World Cup 2011 and was a partner of the 2005 DHL Lions Series of New Zealand.

Phil Couchman, CEO of DHL Express UK and Ireland, added: ‘With less than two weeks to go until the 2013 British & Irish Lions tour begins, DHL is delighted to announce their sponsorship of the tour. DHL has a long relationship with rugby, both domestically with Harlequins Rugby Club and across the world, so to be part of one of the most eagerly anticipated tours in recent memory is very exciting. We’re very proud of our past associations with the sport and look forward to delivering this exciting event to Australia.’

The last tour, to South Africa in 2009, saw South African Breweries Ltd pay US$2.5 million for title sponsorship.