The British Lions rugby team is to be sponsored by British Lion Quality eggs for their tour of New Zealand this summer.
The egg producers will be official suppliers of eggs to the combined England, Scotland, Wales and Ireland side in what is the egg producers’ first-ever sponsorship deal.
TV ads and promotions are already featuring the rugby tie-up, which the British Egg Industry Council hopes will encourage a positive message about eggs.
“The sponsorship enables us to promote eggs during the tour. We know a number of the British Lions players eat a lot of eggs and we will seek to captialise on this,” said BEIC chairman Andrew Parker.