HSBC has announced it will be the official broadcast partner with Sky Sports for this summer’s British & Irish Lions Tour in Australia.

The agreement will see HSBC receive significant coverage throughout the broadcasts, including branded opening, closing and centre breaks during all matches, highlights and support programming, alongside a permanent HSBC headline on Lions Tour pages.

David Shore, Sky Media’s head of new business, said: “As principal partner of The British & Irish Lions, it makes perfect sense for HSBC to extend its association to our multiplatform coverage.

“The broadcast sponsorship will enable HSBC to reinforce its partnership with viewers at home and on the move and we are delighted to have secured them.”

Giles Morgan, HSBC’s global head of sponsorship & events, added: “The British & Irish Lions Tour to Australia is an extremely important sponsorship for the bank.

“We're delighted to be the first Principal Partner to renew their association for two consecutive tours and this multi-channel partnership with the official broadcaster is a key part of our sponsorship engagement activity with our UK customers." 

This summer’s tour will be the fifth to be broadcast on Sky Sports since 1997 and will comprise ten matches to be screened live on TV, mobile, online and tablet devices. 


Published in Sponsorship