As part of this collaboration, Lion becomes the Official Beer Partner of RUPA and sponsor of the 2025 Annual BDO Rugby Players Lunch, one of the most anticipated events on the rugby calendar. The lunch offers a unique opportunity for current players including Wallabies, Wallaroos, Super Rugby and Sevens players, to connect with legends of the game, corporate partners, industry stakeholders and fans. Lion will assume naming rights to the prestigious ‘Lion Community Service Award’. This award recognises a player that has continued to give back to the community and grow the game off the field.
RUPA CEO and Wallaby #770, Justin Harrison, welcomed the partnership and praised Lion’s shared vision in promoting community, recognition, and connection across the code.
"Lion’s support empowers RUPA to deliver a higher standard of experience for supporters at our key events, enabling us to not only celebrate the stars of today, but also build stronger relationships across the rugby ecosystem.”
“We are especially proud to work alongside Lion in sharing our commitment to bringing people together through sport, storytelling, and shared experience.”
Lion’s involvement in Australian rugby is already well-established through Guinness being named as the official beer of the 2025 British & Irish Lions Tour of Australia.
Lion Australia Managing Director, James Brindley, echoed the excitement about the partnership.
“At Lion, we’re passionate about creating moments that mean more, and sport has always been at the heart of that. We are incredibly proud to be supporting RUPA and its work in uniting the rugby community, from emerging talent to past players, and we look forward to playing a role in the stories and celebrations of 2025.”
The partnership between RUPA and Lion represents a shared commitment to celebrating the past, present and future of rugby in Australia, while delivering meaningful opportunities for engagement and recognition throughout what is shaping up to be an exciting year for Australian Rugby.
CLICK HERE TO BOOK A TABLE TO THE ANNUAL BDO RUGBY PLAYERS LUNCH
About Lion
Lion is a leading beverage company headquartered in Sydney, Australia. With origins dating back more than 180 years, Lion is known for its commitment to quality, craftsmanship, community, and sustainability, and recently became Australasia’s first large-scale carbon neutral brewer. Lion is a pioneer in brewing and continues to innovate across a range of adult beverages. Its core beer portfolio includes many locally loved brands in Australia and New Zealand such as XXXX, Little Creatures, James Squire, Stone & Wood, Emerson’s, Speights and Panhead, and a growing craft beer presence in the US, having brought New Belgium and Bell’s Brewery into the fold. Lion also has an enviable portfolio of NZ wine brands, a premium fine wine business in North America, a craft spirits distribution arm in Australia in Vanguard Luxury Brands and Yarra Valley-based Four Pillars Gin. Lion employs close to 4,000 people across its markets.
Contact details:
Ananya Bhindi
Commercial and Communications Manager
The Rugby Union Players' Association Inc.
