The British and Irish Lions has revealed Vodafone as its Lead Partner for the upcoming 2021 tour of South Africa.
The partnership will see Vodafone’s logo on the front of the Lions’ shirt throughout the tour, while the brand will also provide communications equipment to ensure connectivity for those taking part in the trip, as well as technical support for training and player performance.
“Nothing in sport unites us quite like the Lions. The team bonds nations that normally compete, unites families and friends and brings generations closer together,” said Max Taylor, Commercial Director, Vodafone. “At a time when connection, unity and community are more important than ever, the Lions 2021 tour gives us a great opportunity to bring people together in a way that no other sporting event can. The build up to this incredible touring event starts now. It’s time to unite the pride.”
The partnership is the most significant sponsorship Vodafone has embarked on in recent years and will be amplified through a multi-platform campaign using the hashtag #UniteThePride.
The brand will also create a dedicated app, interactive games, and exclusive content for Lions fans, as well as creating ‘innovative’ fan experiences through experiential activations both in the UK and Ireland as well as in South Africa.