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Fuller’s London Pleasure introduced as official beer of The British & Irish Lions

Fuller's London Pride was announced as the official beer of the British and Irish Lions

The deal will make Fuller’s London Pride the official beer of the British and Irish Lions and continue the brand’s longstanding relationship with rugby

Fuller’s London pride announced a two year partnership with The British & Irish Lions. The deal will make Fuller’s London Pride the official beer of the British and Irish Lions and continue the brand’s longstanding relationship with rugby. from helping the game’s base community clubs to the elite level and being a legendary ale that viewers and gamers alike have enjoyed for generations.

Fullers London Pride will start the partnership with its Roar with Pride campaign and offer fans a range of VIP experiences around the Lions’ three test series against the rugby world champions South Africa, the “Springboks”. Amber Ale fans will also find Lions branding in Fuller’s London Pride packaging and products, as well as on point of sale in pubs and supermarkets.

The campaign is also intended to support clubhouses and campuses across the UK. Fuller’s London Pride will be working with Lions to announce additional promotions to give back to fans, clubs and the wider rugby community.

As part of the partnership, the Chiswick-based brewer will play a friendly on home soil for the first time since 2005 in the Lions’ historic game against Japan at BT Murrayfield Stadium on Saturday, June 26, 2021.

In addition, Fuller’s London Pride will gain access to the Lions coaching team and behind-the-scenes footage of the tour to offer an exclusive series of content to beer lovers. A limited selection of Fuller’s London Pride and Lions items will be available for promotional activities.

Ben Calveley, General Manager at The British & Irish Lions, said, “We all know that big sporting events go with great beer. We are pleased to have agreed this partnership. London Pride is a cult brand with a rich rugby heritage and is enjoyed by rugby fans across the country. We are very happy to welcome you to our family of business partners and look forward to creating a truly unforgettable series together. “

Tim Clay, Managing Director of Asahi UK, said: “Fuller’s London Pride has been proud of rugby for many years. So it is very exciting and a real privilege for us to become the Official Beer of the British and Irish Lions You can display the iconic Lions shield in our range of products. The Lions hold a special place in the hearts of rugby fans in all four nations, and we hope to help fans maximize their enjoyment of the highly anticipated series. “