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Long-time partner Steinlager extends with All Blacks

Beverage and food company Lion has extended a deal with the New Zealand Rugby governing body for its Steinlager beer brand to remain an official sponsor of the All Blacks national rugby union team.

Steinlager will serve as an official sponsor of the New Zealand national team during the 2016 and 2020 summer Olympic Games.

The agreement also includes an extensive partnership for the 2017 British & Irish Lions Tour of New Zealand.

Steinlager has also secured the naming rights to New Zealand’s three-match test series against England in 2014, 2016, 2018 and 2020. The series will be known as the Steinlager Series under the agreement.

The extended deal will take Steinlager’s relationship with New Zealand Rugby past the 30-year mark.