Next year’s Qatar Airways Lions Men’s Series will run between June 28 and August 2. (Lions imagery)

Qatar Airways, the state-owned national airline carrier of the Gulf state, has become the title sponsor for the British and Irish Lions’ 2025 rugby union tour of Australia.

That tour – to be named the Qatar Airways Lions Men’s Series – will run between June 28 and August 2.

Go deeper with GlobalData

Data Insights

The gold standard of business intelligence.

Find out more

Related Company Profiles

View all

Through a tie-up with the touring organization and Rugby Australia unveiled today (brokered by the Pitch International agency), Qatar Airways also becomes the official airline of the three-test tour.

In early 2023, the Lions and Rugby Australia launched a joint venture to combine their respective commercial offerings for the tour and brought in CSM as its exclusive sponsorship agent.

The brand now adds title sponsorship of a Lions tour to its existing rugby union partnership portfolio – which already includes deals with the European Professional Club Rugby and United Rugby Championship bodies, among other associations.

See Also:

In other sports, meanwhile, the airline was announced as the training kit partner of Italian Serie A champions Inter Milan, earlier this month.

How well do you really know your competitors?

Access the most comprehensive Company Profiles on the market, powered by GlobalData. Save hours of research. Gain competitive edge.

Company Profile – free sample

Thank you!

Your download email will arrive shortly

Not ready to buy yet? Download a free sample

We are confident about the unique quality of our Company Profiles. However, we want you to make the most beneficial decision for your business, so we offer a free sample that you can download by submitting the below form

By GlobalData
Visit our Privacy Policy for more information about our services, how we may use, process and share your personal data, including information of your rights in respect of your personal data and how you can unsubscribe from future marketing communications. Our services are intended for corporate subscribers and you warrant that the email address submitted is your corporate email address.

The Australia tour marks the first time since 2013 that the country will play host to the Lions, which as a side is made up of players from England, Wales, Scotland, and Ireland.

The three tests are set for July 18 (Brisbane), July 26 (Melbourne), and August 2 (Sydney).

In mid-October, the Lions unveiled IMG, the global sports and entertainment giant, as their worldwide licensing agency through 2027.

The most recent commercial tie-up for the tour came in late May when UK-based premium menswear brand Charles Tyrwhitt came on board.

Other partners for next year’s tour include Howden, Canterbury, and Fanatics.

The Castle Lager brewery brand acted as title sponsor for the previous Lions tour, of South Africa in 2021.