POS kits from Diageo include a text-to-win promotion giving consumers the chance to win an official Lions rugby shirt and signed merchandise prizes.
Also included are wobblers, shelf barkers, pop up display units, bunting and A3 posters. Guinness Draught in a Can packs are being Lions-branded to further bring the action to life.
Sponsorship manager for Guinness at Diageo GB, Lee Bailey, said: “Around 3.5 million Guinness drinkers are keen rugby fans in Great Britain.
“By displaying the Guinness POS kit, retailers will drive footfall from rugby fans wanting great beer to enjoy with the game and with the official Lions rugby shirts and signed merchandise they have an opportunity to win a piece of the action.”
The 10-match tour, which is also sponsored by First Cape wines, begins on Saturday (May 30).