FirstCape sponsors Lions tour

Leading South African wine brand FirstCape has been named as a sponsor of the British & Irish Lions, the first time that a wine has aligned itself with the team. Indicating the significance of the deal, FirstCape will feature alongside heavyweight sports and banking brands Adidas and HSBC. The deal is reportedly worth approximately £1m.

Next year the Lions – a touring team that constitutes the finest players for Britain and Ireland – will tour South Africa, ensuring maximum exposure for First Cape alongside a global platform. Lions chief executive John Feehan comments, "we’re delighted to announce FirstCape as an official sponsor of the 2009 Lions. It will be a pleasure working with such a young, dynamic and exciting brand."
Steve Barton, Brand Phoenix partner, explains: "We are absolutely delighted to announce this level of sponsorship with the iconic British & Irish Lions, which we see as the next stage of the brand’s development. Underpinned by last year’s distribution gains within the UK multiples, the Lions’ sponsorship is a key component in FirstCape’s growth past the 1.5m (9-litre case) mark during this fiscal year."

Ben Grant, 27/2/08