HSBC to sponsor Lions' 2009 tour to South Africa

by Ed Kemp, Marketing 07-Nov-07

HSBC is poised to become the official sponsor of the British & Irish Lions rugby team for its 2009 tour to world champions South Africa.

The international banking corporation is expected to announce at the end
of the month that it has replaced Zurich Insurance, which was the shirt
sponsor for the 2005 tour to New Zealand. The deal is worth an estimated

£4m.

Lions tours have become increasingly popular with high-profile sponsors.
The team has had a kit deal with Adidas since 1997, when the shirt
sponsor was Scottish Provident. In 2001, the Lions were sponsored by
cable company NTL. The 2005 Lions tour attracted numerous companies,
including series sponsor DHL, Guinness, Powerade, Lion Quality eggs,
Apple, Maximuscle and Sure for Men.

The prestigious deal will help HSBC expand its presence in world
rugby.

The bank is already a shirt sponsor of Australian Super 14 team the NSW
Waratahs and has worked with former England and British Lions captain
Martin Johnson.

In January, HSBC announced that it was to end its sponsorship of the
World Match Play championships. The bank had originally agreed a 10-year
deal to back the golf tournament in 2003.