The British & Irish Lions has scored a new licensing partnership with the world-leading golf brand, Titleist.

The agreement is one of a number of new license deals secured by brand licensing specialist The Point.1888, who has partnered with the Lions to create a new range of products ahead of the Tour to South Africa in 2021 to face world champions, the Springboks.

Recognised as the game’s leading performance equipment brand, 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.

 Today’s announcement comes off the back of the enormous interest in next summer’s Tour, with record numbers of travel packages and tickets being sold to Lions and Springbok supporters, as well as a spate 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 list of recent Lions’ license deals secured by The Point.1888, which include FOCO UK (face coverings, towels and garden gnomes), Vision Sports Publishing (The British & Irish Lions – The Official History), Danilo (Lions branded calendars and diaries for 2021), Zak (a range of British & Irish Lions homewares, gifting and mealtime and drinkware), Oddballs (men’s and women’s Lions underwear), Game on Glove (supporters’ merchandise and accessories), Brecrest (babywear, including bibs, sleep suits and baby grows), BDA (premium corporate products including pins and leather goods), and Zenith (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,” said 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.”