The British & Irish Lions extended its agreement with Canterbury as the official apparel partner and exclusive kit supplier for the 2025 Lions Tour to Australia. The rugby union team had partnered with Canterbury for the 2017 and 2021 tours.
The extended partnership sees the Lions Origin Schools initiative launch, marking the first official collaboration between The British & Irish Lions, Canterbury and schools’ rugby. Participating schools will get the opportunity to wear a Lions Origin Schools kit. Alongside the program, Canterbury, as a principal partner of The British & Irish Lions, will also maintain its partnership with the Lions Origin Clubs program.
Ben Calveley, CEO of the British & Irish Lions, said, “Canterbury has been a fantastic partner to The British & Irish Lions for many years, and we are thrilled to extend our relationship to include the 2025 Tour to Australia.”
Simon Rowe, VP of Global Sports Marketing at Pentland Brands, owner of Canterbury since 2012, said, “This extended partnership is a testament to our longstanding collaboration and shared commitment to investing in and celebrating the incredible sport of rugby. Together, we will create ground-breaking kits that reflect the spirit of the Lions and push the sport into a new era for Lions fans. Our focus extends beyond the field as we aim to expand the appeal of rugby to new consumers and ignite their passion for the sport. This extended partnership signifies our pride in being part of the Lions’ journey. With a shared goal of making a lasting impact, we embrace innovation and strive to approach things differently while maintaining the rich heritage and traditions that make rugby special.”
