Nike strengthens rugby ties with British & Irish Lions women’s team kit deal

Nike has been named the first official kit supplier for the British & Irish Lions’ women’s team, reuniting the sportswear giant with the touring side after 33 years.

Key details:

• Nike to also serve as a principal partner of 2027 British & Irish Lions women’s series in New Zealand
• Brand will provide all performance, training, and leisure apparel for players and staff
• Lifestyle and training collections for supporters will be made available later this year

Context:

Nike last partnered with The British & Irish Lions for the 1993 men’s tour to New Zealand. The brand also supplied kit to the England national team from 1997 to 2012 and to Argentina from 2012 to 2013. While Nike’s involvement in international rugby has been limited in recent years, it currently has a deal with South Africa’s Springboks.

The Lions’ first-ever women’s team will tour New Zealand in a landmark series in September consisting of three Test matches against the Black Ferns. Lions chief executive Ben Calveley told Sports Pro last year that he fully expects the women’s tour to be commercially sustainable, with breaking even the minimum goal, having already secured pensions and investment company Royal London and insurance group Howden as partners.

Comment:

“We are delighted to confirm this milestone partnership with Nike as we prepare for the inaugural Howden British & Irish Lions Women’s Series to New Zealand in 2027,” said Calveley.

“Anticipation is building for this historic tour which is now just over 18 months away. The creation of the first ever Lions women’s jersey represents a hugely significant moment in our history. The famous red jersey is embedded in our DNA, and working with Nike, one of the world’s leading sports brands, to develop the jersey and kit that will be worn in New Zealand will be incredibly special.”

Credit: https://www.sportspro.com/news/sponsorship-marketing/british-irish-lions-womens-team-nike-jersey-kit-deal-tour-series-2027-january-2026/