Roaring with pride: our 4-year sponsorship of British and Irish Lions

Uniting four nations and evoking the spirit of rugby, The British and Irish Lions are a force to reckon with on the pitch. Whether they’re touring down under, or taking on foes on home turf, the Lions never fail to make their mark on the world stage.

That’s why, we’re delighted to reveal that our parent company, Howden, will be the Principal Partner of The British and Irish Lions for the next four years. And, as Howden will soon be the new name for A-Plan, we wanted to share some of the exciting things that means for us and you!

This new partnership reflects our continued commitment to sport, from grassroots clubs through to elite levels. We’ll be supporting The British and Irish Lions at a community level via the Lions Origin Clubs, which champions clubs that have helped shape the future of the Lions by guiding players on their rugby journey.

Alongside the 2025 Tour and community partnership, Howden will expand its investment into the Lions Women’s programme as The British and Irish Lions explore the possibility of a historic inaugural Lions Women’s Tour. This investment in the sport’s fastest growing area is important to all of us as it supports the growth of women’s rugby across new audiences. 

David Howden, Founder and CEO of Howden, said: “I’m thrilled that we are partnering with such an iconic British and Irish brand, and I’m particularly proud that we will be supporting Lions Origin clubs through our 200 branches and our 6,500 employees in our communities across the UK and Ireland.

“We have been heavily involved in community and professional sport for more than a decade, and this partnership aligns us with a unique franchise in elite sport, one which harnesses the collective power of the home nations and the passion and imagination of rugby fans and non-rugby fans alike. It is our core employee ownership and the passion and imagination of our people that makes us a different kind of animal in the insurance world, so the Lions feels like a perfect match.”

British & Irish Lions Tour To New Zealand 2017 2nd Test, Westpac Stadium, Wellington, New Zealand 1/7/2017 New Zealand All Blacks vs British & Irish Lions Lions’ Jonathan Sexton speaks in the team huddle before kick off Mandatory Credit ©INPHO/Dan Sheridan

Ben Calveley, CEO The British and Irish Lions, commented: “It is testament to Howden that their support for The British and Irish Lions spans across multiple strands including front of jersey for the upcoming Men’s Tour to Australia, our ongoing work in relation to a potential Lions Women’s Tour as well as at community level.

“The landscape for rugby and wider sport has been challenging over the past couple of years when you consider the impact of the global pandemic, and we experienced this first hand on our last tour to South Africa in 2021. As we embark upon a hugely exciting period and look to establish The British and Irish Lions as the most successful and admired sporting brand both on and off the pitch, having the support of a strong and stable organisation like Howden makes a lot of sense for us.”

As a collective, we’re really excited about the next four years as partners, and we can’t wait to see the Howden logo on the front of the Lion’s jerseys during their 2025 tour to Australia. Who will you be rooting for?

Learn even more about our new sponsorship.