Howden has launched the latest stage of its sponsorship of the British and Irish Lions rugby squad with its logo emblazoned on the front of the new kit.
The shirts will be worn on the 2025 tour of Australia in a deal that secures Howden’s first tour as the main team sponsor.
Clients of the broking group can obtain a discount on replica kit made by Canterbury by contacting their account manager or local branch for details.
“We’re honoured to be the official front of jersey sponsor for The Qatar Airways British & Irish Lions Tour to Australia in 2025,” a Howden spokesperson said in a statement.
“In a first for the Lions, the new jersey offers fans exclusive access to content from the team on the Lions Clubhouse app. So, wherever you are, on tour or at home, you can get closer than ever to the action.”
The group’s CEO, David Howden, said the company is proud to be a longstanding supporter of the game, adding he was anticipating an “incredible tour”.
He added: “I can’t wait to see tens of thousands of Lions fans proudly wearing the legendary jersey.”
The insurance industry has a long association with rugby sponsorships.
Howden’s rival, Gallagher, has been the official title sponsor of Premiership Rugby since 2018 while Allianz has an established partnership with England Rugby. In August, Allianz secured naming rights for Twickenham stadium.
In Wales, Admiral has been a sponsor of Welsh Rugby since 2015, while Liberty Mutual sponsors the US Paralympic National Team.