Howden has announced a new partnership with The British & Irish Lions that will span the next four years.
The agreement positions Howden as a principal partner of the Lions and the official front of jersey sponsor for the upcoming 2025 Lions Tour to Australia.
Howden’s sponsorship will also go towards supporting The British & Irish Lions at the community level through the Lions Origin Clubs, an initiative that recognises and celebrates clubs that have contributed to the development of Lions players throughout their rugby journeys.
Additionally, Howden will expand its investment in the Lions Women’s programme as The British & Irish Lions explore the possibility of launching an inaugural Lions Women’s Tour.
In a Press release announcing the partnership, Howden highlighted its commitment to sport, as well as its deep expertise in providing insurance solutions to both amateur and professional sport organisations through its sport and entertainment division.
“We have been heavily involved in community and professional sport for more than a decade through our sport and entertainment practice, and this partnership aligns us with a unique franchise in elite sport, one which harnesses the collective power of the home nations and the passion and imagination of rugby fans and non-rugby fans alike around the world,” said David Howden, founder and chief executive of Howden.
“It is our core employee ownership and the passion and imagination of our people which makes us a different kind of animal in the insurance world, so the Lions feels like a perfect match.”
Ben Calveley, CEO of The British & Irish Lions, also commented on the long-term partnership, expressing delight for Howden’s support across multiple areas.
“Our brand has never been stronger, and we are thrilled to have the support of Howden as we continue to grow the game in the community, engage our fanbase in global markets, and expand our digital offering alongside our ongoing exploratory work in relation to a historic inaugural Lions Women’s Tour,” said Calveley.
Howden’s latest collaboration follows the announcement of its five-year sponsorship of the Ascot Racecourse through its specialised equine insurance business.
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