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Standard Life Investments scrums down with the Lions

The British & Irish Lions rugby union team has agreed a deal for global asset manager Standard Life Investments to become its new principal partner for the 2017 tour to New Zealand.

Standard Life Investments will sponsor the world famous jersey in a deal that replaces the association with global banking group HSBC.

British & Irish Lions chief executive John Feehan said: “Standard Life Investments is a perfect fit for the British & Irish Lions, who represent the best of the best in the Home Nations. We wanted a partner who shared the same values of respect, integrity, discipline and friendship, we have found that partner in Standard Life Investments.”

Standard Life Investments chief executive Keith Skeoch added: “Being part of their tour to New Zealand in 2017, the first in 12 years, presents us with an opportunity to raise awareness of our business globally and to inspire both our people and our clients. Associating our brand with partners who share our values and ambition will help us to strengthen our business and build our brand around the world.”

The Standard Life Investments deal comes after the Lions agreed a new partnership with sports apparel company Canterbury in November, also covering the New Zealand tour. Canterbury replaced German sportswear giant Adidas as the Lions’ official apparel partner.