Guinness has been announced as the official beer sponsor for The British & Irish Lions Tour in Australia 2025, which is on course to draw one million rugby fans.
As part of the partnership, Guinness will have significant on and off-premise activity across Australia, be poured at Lions games in fan zones and have various consumer activations going live.
The first British & Irish Lions Australian tour in 12 years kicks off on 28 June at Optus Stadium in Perth, with nine games across six cities.
More than 40,000 Lions fans are expected to travel to Australia for the tour, with a record-breaking crowd of 100,000 expected at the Melbourne Cricket Ground for the second Test against the Wallabies on 26 July.
Rugby Australia CEO Phil Waugh said: “We’re delighted to partner with Guinness for the upcoming British & Irish Lions Tour to Australia.
“It’s certainly fitting such a momentous Tour has an iconic beer partner and I’m sure many supporters will also enjoy having Guinness on board for the Tour.”
Guinness is owned by Diageo and
Lion Australia CMO Glen Brasington said: “Guinness and Rugby go hand in hand – and we’re proud to partner with the Lions Tour so fans can enjoy a pint both at the games or in the pub watching.”
Diageo Australia Managing Director Dan Hamilton said: “Guinness holds a special place in the heart of Britain and Ireland, and so do the Lions. We are proud to continue to support the great sport of Rugby and this eagerly anticipated British & Irish Lions Tour.”
Tour a winner for visitor economy
According to Tourism Australia MD Phillipa Harrison, the 2013 tour by the British and Irish Lions supporters pumped $150 million to the Australian economy, with the 2025 tour expected to be a winner for the tourism and hospitality sector.
Domestic and international ticket sales for the tour are driving hotel bookings across host markets in Australia.
Occupancy levels are at a high of more than 70% in Adelaide and Brisbane, according to CoStar’s latest Forward STAR data. CoStar is a leading provider of online real estate marketplaces, information and analytics in the property markets.
The tour will feature nine games across six cities over the course of June, July and August 2025. As of 2 June data, the highest hotel booking level was showing in Adelaide as the 12 July game between the Lions and Invitational AU & NZ XV has pushed occupancy on the books to 78.5%.
A week later in Brisbane, the 19 July game between the Lions and Wallabies (1st Test) has occupancy on the books at 71.5%. At the same time last year, Adelaide and Brisbane booking levels for those dates were at 34.7% and 40.6%, respectively.
“The tour is returning to Australia for the first time in 12 years, and game nights are attracting higher-than-average demand—not only to the three actual test matches that will be played between Australia and British & Irish Lions, but across the board”, said Matthew Burke, STR’s regional director.
In Sydney and Canberra, booking levels have already reached 46% (2 August) and 39.4% (9 July), respectively. For comparison in the week before those match days, the markets are showing booking levels at 29.3% and 17.8%, respectively.
“The data once again demonstrates the impacts of such major events in attracting additional demand to host markets”, Burke said. “The impact is even more evident considering Australian markets usually seeing lower occupancy during the winter months”.
Learn more about the tour here.
Pictured main: Dan Hamilton, Diageo Australia MD; Phil Waugh, Rugby Australia CEO; Glen Brassington, Lion CMO.