The British & Irish Lions have announced that Vodafone will be the main shirt sponsor on the famous red jersey when they tour South Africa in 2021.

The deal strengthens Vodafone’s close ties with rugby union – the British telecoms company currently sponsors both Wasps and the Irish national side – and as one of the top 10 listed companies on the London Stock Exchange, reinforces the ability for the Lions to attract blue-chip sponsors even amidst the uncertainty of the global pandemic.

“Nothing in sport unites us quite like the Lions. The team bonds nations that normally compete, unites families and friends and brings generations closer together,” said Max Taylor, Commercial Director, Vodafone.

“At a time when connection, unity and community are more important than ever, the Lions 2021 Tour gives us a great opportunity to bring people together in a way that no other sporting event can. The build up to this incredible touring event starts now. It’s time to unite the pride.”

The Lions will head to South Africa once again wearing Canterbury jerseys, who supplied the jerseys for the 2017 tour to New Zealand.