Sharp’s Brewery, based in Cornwall England, has announced that Doom Bar will sponsor the tour which already has financial backing from Mud House wine and Whyte & Mackay scotch whiskey.
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.
“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.”
The British & Irish Lions is a rugby team which consists of the best players from England, Ireland, Scotland and Wales and every four years they play three test matches against a team from the southern hemisphere.
This summer the Lions will tour New Zealand and Doom Bar’s sponsorship will cover the three test matches against the All Blacks, as well as the seven warm up fixtures.
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.”