Canterbury, the prominent rugby brand, has renewed its kit deal with the union code’s British and Irish Lions for their tour of Australia in 2025.
Through the extension, the sportswear firm will continue as the team’s official apparel partner and exclusive kit supplier.
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The Lions partnered with Canterbury for both the 2017 series in New Zealand and the 2021 edition in South Africa.
The red Lions shirts are among the most distinctive in rugby and generate huge replica sales ahead of and during every tour.
Canterbury, which dates back to 1904 and has its roots in New Zealand, replaced adidas, a partner of the Lions for 18 years, for the 2017 tour.
However, Canterbury’s association with the Lions dates to 1959 when it provided the kit for that year’s tour of New Zealand.
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By GlobalDataThe extended partnership will also see the launch of the Lions Origin Schools initiative, marking the first official collaboration between the Lions, Canterbury, and schools’ rugby.
As a principal partner of the Lions, Canterbury will also maintain its partnership with the Lions Origin Clubs program, an initiative featuring teams that have developed a player who has gone on to play for the Lions.
Telecommunications giant Vodafone serves as the team’s shirt sponsor.
Tom Halsey, British and Irish Lions commercial director, said: “The British and Irish Lions is an iconic sporting brand with our famous red jersey at the heart of this, and it is really important to have a partner that enables us to showcase this to the world in the best possible way.
“We are delighted to have the support of Canterbury and look forward to working with them to develop the jersey and kit that will be worn in Australia alongside our wider Lions apparel.”
Simon Rowe, vice president of global sports marketing of Canterbury’s parent company Pentland Brands, added: “This extended partnership is a testament to our longstanding collaboration and shared commitment to investing in and celebrating, the incredible sport of rugby.
“Together, we will create ground-breaking kits that reflect the spirit of the Lions and push the sport into a new era of Lions fans. Our focus extends beyond the field, as we aim to expand the appeal of rugby to new consumers.”
