Big rugby events like the Lions tour attract a great deal of interest from sponsors.
The Principal Partner of the Lions tour 2013 to Australia is global bank HSBC, who is offering customers in the UK a range of opportunities to get involved in the tour.
But some of the sponsors are less obvious such as First Cape Wines; who would imagine the Lions would have an official wine but with Sir Ian McGeechan as brand sponsor there is no doubting their seriousness.
Land Rover are building on long standing relationships within rugby but others are new. Microsoft are using the tour to show the capabilities of Windows 8 software and devices to provide an improved link with supporters using Skype.
Such sponsorship deals are common across sport and there is considerable interest in rugby league as well as all of the union tournaments and tours.
This year the rugby league world cup comes to England, Wales and France. With significant distances to travel for fans is a natural partner for the tournament and will be offering rental cars to people that are travelling to the world cup.
Order your Lions shirt from Lovell Rugby who have a full range of shirts with reductions for fans.