British & Irish Lions sign beer partner

The British & Irish Lions rugby union team has agreed a sponsorship deal with beer brand Doom Bar for its upcoming tour of New Zealand.

Doom Bar will serve as an official sponsor of the Lions in the UK and Ireland.

Doom Bar will work with the Lions in the lead-up to, and during, the 10-game tour, which begins on June 3.

James Nicholls, senior brand manager at Sharp’s Brewery, Doom Bar’s parent company, said: “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.”