The record-breaking agreement - the richest in Springbok rugby history - will see the tour known as the Castle South Africa 2009 Lions Series.
The ten-match adventure begins on May 30 and sees the Lions take on four provincial teams, two invitational combinations, the Emerging Springboks as well as the Springboks in three Tests.
"This sponsorship not only reaffirms SAB's commitment to South African rugby and its fans, it also rubber stamps the company's support for traditional rugby tours, which have vanished over the past few years," said Ian Penhale, SAB marketing director. "The rich tradition and camaraderie associated with this unique tour reflect the very values of SAB.
"True rugby fans have been yearning for the traditional rugby tours, and the British & Irish Lions tour has earned a reputation as the last of the great rugby tours. So we are proud for Castle Lager to be associated with this prestigious event. This is a limited edition tour and everything about it is special. We want the Castle South Africa 2009 Lions Series to be the tour that stands the test of time."
"The British & Irish Lions tour is a like a mini Rugby World Cup to me," said delighted South African Rugby Union (SARU) president Oregan Hoskins at the SAB World of Beer in Newtown on Wednesday. "Its significance and uniqueness makes the tour important for SA Rugby and the nation, and we are honoured to host the team. We think this will be the best British & Irish Lions tour yet."
Hoskins praised SAB for its continued support of South African rugby:
"We are very pleased to have such a reputable sponsor on board for this tour and excited to see Castle Lager reunited with the world of rugby once again,' said Hoskins."SAB and SA Rugby have a relationship dating back several years and its brand support is important for rugby and everything it stands for."
As Springbok team sponsor in the past and, more recently, as associate sponsor and title sponsor of the unforgettable 1997 British & Irish Lions tour to SA, SAB and its brands are perfectly positioned to host rugby's ultimate tour.
SAB have also made it possible for rugby fans that are unable to attend the matches to experience the camaraderie of the British & Irish Lions tour by hosting SAB Bok Towns in Johannesburg, Durban and Cape Town for all 10 games. The Johannesburg event will be hosted at Montecasino, while Durban fans will gather at the Suncoast Casino and the Cape-based supporters at La Med.
There are also plans underway to secure Bok town venues in the host cities of the provincial clashes on the day of their respective games.
Details of ticket sales to the general public will be announced by SA Rugby on Friday.
