Guinness has been named as the official beer sponsor for the British & Irish Lions Tour in Australia, set to take place in 2025. The partnership will see Guinness engaging in significant on and off premise activities across the country, including being served at Lions games in fan zones and various consumer activations.

The British & Irish Lions Tour of Australia 2025 will feature matches against several teams, including the Western Force, Queensland Reds, New South Wales Waratahs, ACT Brumbies, AUNZ Invitational XV, Wallabies, and First Nations & Pasifika XV. These matches are scheduled to occur in multiple locations, such as Perth, Brisbane, Sydney, Canberra, Adelaide, and Melbourne.

Guinness is recognised for its strong support of rugby on a global scale, aligning with the sport's culture and fanbase. Rugby Australia CEO, Phil Waugh, said: "We’re delighted to partner with Guinness for the upcoming British & Irish Lions Tour to Australia. It’s certainly fitting such a momentous Tour has an iconic beer partner and I’m sure many supporters will also enjoy having Guinness on board for the Tour."

CMO of Lion Australia, Glen Brasington, said: "Guinness and Rugby go hand in hand – and we’re proud to partner with the Lions Tour so fans can enjoy a pint both at the games or in the pub watching."

Diageo Australia Managing Director, Dan Hamilton, said: "Guinness holds a special place in the heart of Britain and Ireland, and so do the Lions. We are proud to continue to support the great sport of Rugby and this eagerly anticipated British & Irish Lions Tour."

The partnership between Guinness and the British & Irish Lions Tour is expected to enhance the fan experience both at the games and in various venues across Australia. With Guinness's established presence in the rugby community, the collaboration aims to bring fans closer to the action and provide an authentic rugby experience.