British & Irish Lions secure Titleist licensing deal

04 Dec 2020

By: Sport Industry Group

The British & Irish Lions has announced a new licensing partnership with golf brand Titleist.  

The performance equipment brand will create a range of Lions-branded accessories including golf balls, golf bags and golf club head covers, as well as gloves and towels ahead of the team’s summer 2021 Tour of South Africa.

The British & Irish Lions say the announcement comes off the back of record numbers of travel packages and tickets being sold to Lions and Springbok supporters for next year’s Tour.

In recent weeks, the Lions have also announced multiple commercial partnerships with the likes of Vodafone, Castle Lager, Canterbury and Famous Grouse.  

The new licensing deal with Titleist is one of a number of new such deals secured by brand licensing company The Point 1888.

“We are delighted to welcome Titleist to our growing family of licensees,” said Tom Halsey, British & Irish Lions Commercial Director.  

“Titleist products are top quality and, like the Lions, are known around the world for being a symbol of excellence.  

“I am sure Lions supporters will be keen to take to the course with the number one ball in golf, featuring the famous Lions crest.”  

Hannah Stevens, Head of Retail at The Point 1888, added: “We are absolutely delighted to bring two iconic brands in golf and rugby together to offer fans a unique collection of products to celebrate the Lions Tour." 

“As a retail-first brand extension company we are actively planning for a truly spectacular summer of rugby with our retail and new licensee partners.”   

The agreement comes on the back of similar deals secured by The Point 1888, including with FOCO UK, specialists in producing ‘novelty supporter products’, such as face coverings and garden gnomes; Vision Sports Publishing, who will publish ‘The British & Irish Lions - The Official History’; and underwear supplier Oddballs, which raises money for testicular cancer, and will produce a range of men’s and women’s Lions underwear.