Whisky brand Whyte & Mackay has agreed a deal to sponsor the British & Irish Lions rugby union team.
Whyte & Mackay will support the team on its tour of New Zealand, which begins in June.
The two parties will launch a co-branded marketing campaign to promote the partnership both in the UK and New Zealand.
As part of the agreement, an on-pack promotion will be organised by Whyte & Mackay in association with UK supermarket chain Tesco. Customers who purchase one of the brand’s products will be in with a chance of winning tickets to Lions’ matches, as well as replica jerseys.
“The double lion icon has been part of our brand heritage since the beginning, and that’s just one parallel between the Whyte & Mackay brand and the British & Irish Lions,” Whyte & Mackay chief executive Bryan Donaghey said, according to the Off Licence News website.
The agreement is said to be the first of its kind for Whyte & Mackay.