Doom Bar to sponsor Lions on tour in New Zealand

Molson Coors has signed a deal for its Sharp’s Doom Bar ale brand to sponsor the Lions rugby union tour to New Zealand in June and July.

Doom Bar will be an official sponsor in the UK and Ireland for the 10-game tour which includes three matches against the All Blacks.

James Nicholls, senior brand manager at Sharp’s, said: “The association of Doom Bar with the Lions is a great fit, based on our values of dedication, commitment, precision and teamwork, which are required on the field and in the brew house.

“Doom Bar has always had a strong association with rugby and we are especially proud of our history of supporting numerous local clubs in Cornwall and beyond, where rugby values are instrumental in helping to develop both individuals and communities.”