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SBD Global/April 11, 2013/Media

HSBC To Sponsor BSkyB Broadcast Of British And Irish Lions Rugby Tour In Australia

Financial service provider HSBC "has signed a deal to become the official broadcast sponsor of BSkyB's Sky Sports coverage of the British and Irish Lions rugby tour to Australia this summer," according to Chloe Smith of MEDIA WEEK. The partnership "will give HSBC-branded opening, closing and centre breaks during all matches, repeats, highlights and support programming." HSBC "will also receive a permanent headline on the Lions Tour page of, and will sponsor Lions-related pages on Sky's mobile platforms, as well as Lions video clips on the website" (MEDIA WEEK, 4/10). THE DRUM reported it "will be the fifth such tour to be shown exclusively by the network" since '97, with 10 matches screened live on TV, mobile, online and tablet devices (THE DRUM, 4/10).
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