The British & Irish Lions kick off their tour to South Africa tomorrow having failed to win a test series in 12 years.
The team get together just once every four years and when touring Australia and New Zealand play their fixtures at ungodly hours and never on terrestrial TV. In their entire history they have only ever played one home fixture.
So, when the Lions go to market looking for sponsorship the odds should be as stacked against them as they are on the pitch.
Yet big name sponsors always recognise the value of sponsoring this unique team, with HSBC, Adidas, BA and Guinness among the 2009 partners.
Despite their shortcoming the Lions hold a unique place in British & Irish sport and as such are followed around the world by tens of thousands of the most loyal and passionate fans. And while year round marketing is nearly impossible – during the Lions tour itself the team sell more shirts than Real Madrid, or so I’m reliably told.
The Lions are a one off and a one of sports great sponsorship opportunities. But if they ever bring back that bloody awful anthem, The Power of Four, from 2005 they need shooting.
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