Commenting on the partnership Accolade’s ceo Paul Schaafsma said: “We are extremely excited to be part of the next British & Irish Lions Tour in New Zealand.
“We have high ambitions for our already successful Mud House brand. We will be working closely with the British & Irish Lions to activate a £2m support campaign here in the UK and the team in New Zealand will activate our partnership on the ground ahead of the tour next June.”
Accolade has in addition confirmed sponsorship of all Southern Hemisphere rugby coverage, to be broadcast on Sky Sports UK throughout 2016.
Marketing director, Amy White, said: “To support this Sky Sport sponsorship we have filmed a set of new Mud House idents, starring five legends of rugby who have either played for, or against, the Lions. Sean Fitzpatrick (New Zealand), Jason Robinson (England), Gavin Hastings (Scotland), Shane Williams (Wales) and Paul Wallace (Ireland) all feature with the strapline; ‘Rugby and Wine - It’s as clear as Mud’ playing on the not so obvious relationship between wine and rugby in a premium yet jovial way”.