The new label will be available in wine retailers in the UK and Ireland from February 1, 2025 (The British and Irish Lions).

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.

Go deeper with GlobalData

Data Insights

The gold standard of business intelligence.

Find out more

Related Company Profiles

View all

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."

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 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.