South Australian winery Oxford Landing has been announced as the official wine partner for the British & Irish Lions rugby union touring team for their 2025 tour to Australia.
As part of the deal, Oxford Landing will introduce a limited-edition wine label to celebrate the partnership, featuring a collaborative design between the two entities.
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The label will be available in wine retailers in the UK and Ireland from February 1, 2025.
Executive director of marketing and sales for Oxford Landing, Jack Glover, said: “We’re thrilled to bring the essence of this partnership to life through our commemorative wine label, bringing a taste of our Riverland home and iconic Australian wines to UK and Irish consumers as they support their team through this memorable tour."
Tom Halsey, chief commercial officer of the British & Irish Lions, added: "We are delighted to welcome Oxford Landing as the official wine partner of the British & Irish Lions for next year’s tour to Australia and are excited to see this partnership come to life in stores throughout the UK and Ireland.
"We look forward to working with Oxford Landing to enable us to reach and engage both new and existing fans ahead of and during the Tour, which is one of the most eagerly anticipated in Lions history."
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By GlobalDataThe first Test of the tour will start on July 19, 2025, at Brisbane’s Suncorp Stadium. Melbourne Cricket Ground will host the second Test on July 26, while the final Test will be played at Sydney’s Accor Stadium in Sydney Olympic Park on August 2.
Late last month, Qatar Airways, the state-owned national airline carrier of the Gulf state, was announced as title sponsor for the Lions’ 2025 Australia tour.
Through a tie-up with the touring organization and Rugby Australia (brokered by the Pitch International agency), Qatar Airways also became the official airline of the three-test tour.
Other partners for next year’s tour include Charles Tyrwhitt, Howden, Canterbury, and Fanatics.
Last October, meanwhile, the Lions unveiled IMG, the global sports and entertainment giant, as their worldwide licensing agency through 2027.
