Howden has unveiled a 44-foot hand-painted mural in East London to mark the announcement of the 2025 British & Irish Lions squad, the rugby team sponsored by the insurer.
Located near Howden’s headquarters in Whitechapel, the mural celebrates this milestone moment and showcases the company’s ongoing commitment to supporting the sport.
The mural features the names of each player selected, which was revealed live by Lions chairman Ieuan Evans at The O2. Each name was then individually hand-painted onto the mural in real time, honouring the players’ achievement in reaching the pinnacle of their rugby careers.
The activation was developed and managed by Howden in collaboration with its agency partners: MSQ Sport & Entertainment as the creative partnership agency, TTB Sports as the partnership activation agency and Goodstuff as the media agency.
Brigitte Trafford, chief corporate affairs officer at Howden, said: “Having the Howden name on the Lions’ jersey is a hugely significant and proud moment for us,
“Creating this epic-style artwork and painting the names live felt a fitting and distinctive way to recognise these individuals who have achieved something truly extraordinary by being selected,
“This sponsorship is a really exciting part of our brand portfolio and a key part of Howden’s journey towards being recognised as one of the world’s leading global insurance brokers.”
The mural is projected to generate nearly two million impressions over ten days and will remain on display until 18 May 2025. To amplify its reach, Howden is encouraging passers-by to share their experience on social media by tagging @HowdenInsurance and using the hashtag #HowdenLions.
The installation is part of a broader Lions marketing campaign by Howden, featuring exclusive content and on-tour experiences that are all crafted to celebrate the Lions’ legacy and unity. The campaign reinforces Howden’s commitment to championing excellence on the global stage.