With licensing becoming an increasingly important part of the brand, the British and Irish Lions have taken on Velocity Brand Management as the exclusive global licensing agent for the 2013 tour to Australia.
The tour will be the Lions' first time back in Australia since the 2001 tour, which saw over 20,000 supporters travel to support the team.
The ten-match 2013 schedule kicks off in Hong Kong on June 1st, where the Lions will play the Barbarians, before moving to Perth and across the continent, culminating with the final test in Sydney on July 6th.
"We are very happy to have secured the services of a specialist licensing partner with the experience and track record of VBM," said Dave Kavanagh, commercial director for the British and Irish Lions. "Licensing is becoming an increasingly important part of how the Lions brand is promoted and presented to rugby fans all over the world, and never more so than in the period leading into a tour. We very much look forward to working with VBM to create a first class licensing programme in keeping with all that the Lions stands for."
James Ashworth, VBM's MD, added: "We are absolutely delighted to be working with the Lions, a prestigious brand that sits perfectly alongside our expanding portfolio of sports properties here in the UK. Early demand from licensees has been positive."