The British & Irish Lions rugby team has announced that Cornwall-based Sharp’s Brewery’s premium cask beer, Doom Bar, has become an official sponsor for the 2017 tour to New Zealand.
Doom Bar will be joining the Lions family as an official sponsor in the UK and Ireland. The partnership will run up to and throughout the 10-game series.
James Nicholls, senior brand manager at Sharp’s Brewery, said: “We believe the 2017 British & Irish Lions Tour to New Zealand represents the iconic and inspirational pinnacle of the rugby game so this is a proud moment for all of us in the brewery. The association of Doom Bar with the Lions is a great fit, based on our values of dedication, commitment, precision and teamwork, which are required on the field and in the brew house.
“Doom Bar has always had a strong association with rugby and we are especially proud of our history of supporting numerous local clubs in Cornwall and beyond, where rugby values are instrumental in helping to develop both individuals and communities. We wish the team every success in New Zealand. It promises to be one of the most captivating tours yet with an outstanding array of talent available for the forthcoming squad selection.”
Charlie McEwen, chief operating officer of the British & Irish Lions, said: “We are delighted to welcome Doom Bar into the Lions commercial family and we are sure that our fans at home will enjoy celebrating the tour with a pint of Doom Bar in hand. We look forward to working with them in the coming months in the UK & Ireland during the tour.”