The announcement, which was made jointly by SA Rugby and the British & Irish Lions on Thursday, builds on more than 30 years of the well-known whiskey brand's involvement with rugby. Rugby enthusiasts can book British lions 2021 tickets on our website at exclusively discounted prices.
The Famous Grouse will be the official whiskey of the British
& Irish Lions and SA Rugby for the Castle Lager Lions series in 2021, and
fans will be able to engage in the latest conversations and celebrate 'The
Spirit of Rugby' with @TheFamousGrouseRugby on Twitter.
In addition to having access to players from both teams and
revealing stories of team spirit and camaraderie, The Famous Grouse will also
host activations at every game on the tour and in key fan areas, as well as
giving fans the opportunity to see a Lions training session and enjoy a
behind-the-scenes tour on game day.
Jurie
Roux
Jurie Roux, Chief Executive Officer of SA Rugby, said: "We
are very excited to introduce the proud history and heritage of the Springboks
at The Famous Grouse by welcoming Lions to the shores of South Africa in 2021. The
fans can expect South Africa to be a warm and hospitable host as we cherish one
of the greatest sporting occasions in world rugby. We will toast to that."
Ben
Calveley
Ben Calveley, Managing Director of British & Irish
Lions, said: "We are delighted to have agreed on a partnership with The Famous
Grouse ahead of our South African tour next year. It is a brand known for its
innovative and engaging approach to sponsorship and we look forward to working
together to create a truly memorable series."
Mark
Riley
Mark Riley, Managing Director of Edrington-Beam Suntory UK,
said: "The Famous Grouse has been investing in the sport of rugby for the past
30 years and we are very proud to have reaffirmed our commitment to this great
game by embracing these three exciting new international and club partnerships
to celebrate The Famous Grouse as The Spirit of Rugby."
As the UK's number one whiskey, we recognize the value of
team spirit and the level of determination it takes to be the best. This is synonymous
with the desire, pride and camaraderie that we see every game day on the rugby
field.
"These new partnerships are another important milestone
in The Famous Grouse's journey to deliver fruitful collaborations that benefit
all stakeholders and rugby supporters in particular."
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