Doom Bar will be joining the rugby union team’s family as an official sponsor in the run up to and throughout the 10-game build-up to the three test series against triple world champions, the All Blacks.
James Nicholls, senior brand manager for Sharps Brewery, owner of the Doom Bar brand, highlighted the company’s delight at the partnership.
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A proud moment for the brewery
He said: “We believe the 2017 British & Irish Lions Tour to New Zealand represents the iconic and inspirational pinnacle of the rugby game, so this is a proud moment for all of us in the brewery.
“The association of Doom Bar with the Lions is a great fit, based on our values of dedication, commitment, precision and teamwork, which are required on the field and in the brew house.
“Doom Bar has always had a strong association with rugby and we are especially proud of our history of supporting numerous local clubs in Cornwall and beyond, where rugby values are instrumental in helping to develop both individuals and communities.”
Celebrating with Doom Bar
Nicholls wished the team every success in New Zealand and said the competition promised to be one of the most captivating tours yet.
British & Irish Lions chief operating officer Charlie McEwen lauded the association of the beer to the team.
He said: “We are sure our fans at home will enjoy celebrating the tour with a pint of Doom Bar in hand.”