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British & Irish LionsThe British & Irish Lions have announced that Canterbury will be their Official Apparel Partner for the 2017 tour of New Zealand.

The new deal sees Canterbury hold exclusive rights to manufacturing both the match and training kit alongside a new lifestyle range for the Lions.

John Feehan, British & Irish Lions CEO, said, ”We are delighted to be working with Canterbury as our new Apparel Partner.”

“The Lions are defined as being the very best of the best on and off the field and it is fitting that we are entering in to a partnership with Canterbury who are considered to be the world leaders in rugby apparel. Our 2 brands have a strong historical link and we hope today marks the start of a long and enduring partnership.

The build up to the Tour is now well underway and we look forward to working with Canterbury on a partnership that will culminate with rugby’s 2 most iconic teams going head to head in 2017.”

Describing the new deal, Canterbury CEO Chris Stephenson said, “We’re extremely proud to be working with the British & Irish Lions and are committed to creating the best shirt the Lions have ever worn. This deal brings the best of the best together and cements our place as the leading brand in rugby expanding our commitment from the grassroots of the game to the pinnacle of world rugby.”

Canterbury’s absolute commitment to rugby was demonstrated throughout the 2015 Rugby World Cup where 4 competing nations and all Match Officials took to the field of play in Canterbury apparel.

To celebrate the partnership Canterbury have created 1 959 limited edition commemorative jersey’s inspired by the 1959 British & Irish Lions.

Canterbury’s relationship with the British & Irish Lions dates back to the 1959 tour of New Zealand. During the tour Canterbury produced their 1st Lions shirt, answering the call for a new strip after it was spoiled in a prior encounter, cementing their reputation for producing innovative and durable rugby apparel.

To mark the announcement and celebrate their historic meeting years ago, Canterbury have re-issued 1 959 limited edition versions of the British & Irish Lions jersey worn on the tour of 1959. The shirt will be the 1st piece in the new ‘Since 1888’ range, a premium collection dedicated to combining the rich history of the Lions with Canterbury’s own commitment to the game.

Canterbury’s 1959 commemorative jersey from the ‘Since 1888’ range goes on pre-order from 5 November and will be available in store from 12 November.



One Response to British & Irish Lions 2017: Adidas dropped in favour of Canterbury for New Zealand tour

  • 1

    I do not think the British and Irish Lions dropped Adidas. It is rather Adidas who ended the relationship with them after investing £750 million to supply Manchester United with shirts. The deal also had repercussions for Andy Murray and the England cricket team.


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