HSBC is to become the official broadcast partner with Sky Sports of the British & Irish Lions Tour in Australia this summer.
It will be the fifth such tour to be shown exclusively by the network since 1997 with ten matches screened live on TV, mobile, online and tablet devices.
The package will see HSBC receive branded opening, closing and centre breaks during all matches, repeats, highlights and support programming as well as a permanent HSBC headline on Lions Tour pages, including sponsored video clips.
David Shore, Sky Media’s head of new business, said: “As principal partner of The British & Irish Lions, it makes perfect sense for HSBC to extend its association to our multiplatform coverage. The broadcast sponsorship will enable HSBC to reinforce its partnership with viewers at home and on the move and we are delighted to have secured them.”
Giles Morgan, HSBC’s global head of sponsorship & events, added: “The British & Irish Lions Tour to Australia is an extremely important sponsorship for the bank. We're delighted to be the first Principal Partner to renew their association for two consecutive tours and this multi-channel partnership with the official broadcaster is a key part of our sponsorship engagement activity with our UK customers."