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SA Rugby and Lions Sign Up Latest Sponsor

SA Rugby and the British and Irish Lions have signed up sports nutrition brand Pro Athlete Supplementation as the latest sponsor for the upcoming series.

PAS will supply both the Springbok and Lions teams with its nutrition products through the Lions Tour of South Africa, which begins on 3 July and runs until 7 August.

The Lions and South Africa rugby have set up a joint commercial venture, with the aim of maximising the series’ commercial appeal.

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CSM Sport & Entertainment won the right to act as the exclusive sponsorship agency for the tour and the addition of PAS follows a number of recent sponsorship announcements.

In May, Dove Men+Care extended its presence in rugby by signing as a sponsor of the tour, while Land Rover has also continued its long-running association with the Lions.

In April, menswear retailer T.M. Lewin was added as a sponsor of the tour.

Beer brand Fuller’s London Pride joined in March following the signing of insurance firm Royal London, which became Principal Partner of the women’s Lions programme earlier that month in an agreement which also covers the South Africa series. Spirits brand Chase Distillery joined the supplier tier of the Lions’ sponsorship portfolio in February.

The sponsorship portfolio is headlined by title sponsor Castle Lager and front-of-shirt sponsor Vodafone.

Sport Industry Group
Sport Industry Group

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