The British & Irish Lions have announced that Cornwall-based Sharp's Brewery's premium cask beer, Doom Bar, has become an Official Sponsor for the 2017 Tour to New Zealand.
"The association of Doom Bar with the Lions is a great fit, based on our values of dedication, commitment, precision and teamwork, which are required on the field and in the brew house."
The Lions Tour is a unique moment in the global sporting calendar. Once every four years a squad from the four home nations of England, Wales, Scotland and Ireland come together to take on the southern hemisphere, South Africa, Australia or New Zealand, playing each team only once every 12 years.
Doom Bar will be joining the Lions family as an Official Sponsor in the UK and Ireland. This partnership will run up to and throughout the 10-game adventure building to the highlight of the sporting summer, the three Test match series against the All Blacks, the double world champions.
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. The association of Doom Bar with the Lions is a great fit, based on our values of dedication, commitment, precision and teamwork, which are required on the field and in the brew house.
"Doom Bar has always had a strong association with rugby and we are especially proud of our history of supporting numerous local clubs in Cornwall and beyond, where rugby values are instrumental in helping to develop both individuals and communities. 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."
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. We look forward to working with them in the coming months in the UK & Ireland during the Tour."
Doom Bar is the UK's no. 1 cask beer, taking its name from the sandbank at the mouth of the River Camel in Rock on the Atlantic coast of North Cornwall, home of Sharp's Brewery since 1994.
Sharp's Brewery is a modern brewer, committed to brewing from only highest quality ingredients, without artificial additives.