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British Lions appoint licensing agent- 15 Feb 2012 00:00:00

Velocity Brand Management (VBM) has been appointed as the exclusive global licensing agent of the British & Irish Lions rugby union team for next year’s tour to Australia.

The tour will mark the Lions’ first return to Australia since the 2001 Tour that saw over 20,000 British & Irish Lions supporters venture south to support the team at sell out test venues across the country.  

The 10-match 2013 Tour schedule kicks off in Hong Kong on 1st June and will conclude on 6th July. 

Lions commercial director Dave Kavanagh said: ‘We are very happy to have secured the services of a specialist licensing partner with the experience and track record of VBM. Licensing is becoming an increasingly important part of how the Lions brand is promoted and presented to rugby fans all over the world and never more so than in the period leading into a tour.’

VBM’s managing director James Ashworth added: ‘We are absolutely delighted to be working with the Lions, a prestigious brand that sits perfectly alongside our expanding portfolio of sports properties here in the UK.’  

‘Early demand from licensees has been positive and we are looking to put forward a collection of products befitting the demographic of supporters here at home and travelling to fly the flag.’

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