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British & Irish Lions Partner with Titleist

Renowned rugby squad the British & Irish Lions have reached a licensing agreement with golf industry giant Titleist, in advance of their upcoming 2021 matchup against the world champion Springboks from South Africa.

World-renowned as a performance equipment brand, having earned the overwhelming trust of tour professionals, club professionals, competitive amateurs and dedicated golfers worldwide, Titleist will offer a range of high-specification, Lions-branded accessories including golf balls, golf bags and golf club head covers, as well as gloves and towels.

The Dec. 4 announcement comes amid intense interest in the coming Lion’s summer tour. Despite the COVID-19 pandemic travel agents have seen record numbers of travel packages and tickets sold to supporters of both the Lions and the Springboks. The match has sparked a slate of commercial partnerships recently being announced including Vodafone, Castle Lager, Hackett, Canterbury and Famous Grouse.

“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.”

Titleist is the latest in a growing list of recent Lions’ license deals secured by The Point.1888, which include:

  • FOCO UK: Specialists in producing novelty supporter products, the company will be producing items including face coverings, towels and garden gnomes.
  • Vision Sports Publishing: The multi-award-wining independent publisher of high-quality sports books will publish ‘The British & Irish Lions – The Official History’
  • Danilo: Europe’s leading publisher with produce Lions branded calendars and diaries for 2021.
  • Zak: Globally recognised drinkware and melamine manufacturer looking to bring a range of British & Irish Lions homewares, gifting and mealtime and drinkware to market in 2021
  • Oddballs: The underclothing supplier, which raises money for testicular cancer, will produce a range of men’s and women’s Lions underwear.
  • Game on Glove: The fanwear company will produce a range of supporters’ merchandise and accessories.
  • Brecrest: The children’s and babywear company will create a range of babywear, including bibs, sleep suits and baby grows.
  • BDA: The global merchandise agency will provide a bespoke range of premium corporate products including pins and leather goods.
  • Zenith: Intend to launch a range of collectible coins commemorating past Lions captains.

“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,” added Hannah Stevens, Head of Retail at The Point 1888. “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.”

Anyone interested in registering for the Lions’ licencing program can contact Stevens via


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