Thomas Pink has appointed Pitch, the UK’s leading independent sports marketing agency, to activate its partnership with the British & Irish Lions 2017 Tour. The announcement follows a competitive pitch process earlier this year.
Modern British shirt maker Thomas Pink is the official formal wear outfitter to the Lions 2017 and will produce blazers, shirts, ties and formal wear accessories for Lions players and squad members. Thomas Pink will also design a range of formal and casual wear which will go on sale to the public this October.
The consumer campaign is expected to run from September 2016 to May 2017, and will include a range of ambassador, digital and experiential activations. Central to the creative will be the launch of Thomas Pink’s very own tongue-in-cheek rugby club, captained by one of the all-time Lions’ greats.
Pitch has worked with Thomas Pink previously, notably to activate the brand’s role as official formalwear supplier to the British & Irish Lions Tour in 2013. The 2012/13 experiential campaign incorporated two ‘Pink Lion’ pop-up hubs with guest appearances from past and present Lions players including Sam Warburton, George North, Phil Vickery and Matt Dawson.
Alex Field, Global Head of Marketing at Thomas Pink, said:
“Pitch showed they understand the character of Thomas Pink with the highly successful Pink campaign for the last Lions Tour. This campaign will be a natural evolution of the last but adapted for the digital environment, across more markets.”
Henry Chappell, CEO of Pitch, said:
“We’re delighted to be working with Thomas Pink again to activate its second partnership with the British & Irish Lions – an increasingly sought after sports property. The first collaboration was a big success, and for the second campaign we plan to produce some great content and experiences that will be accessible to fans in the UK and across the globe.”
Pitch recently announced the launch of its new sponsorship division, Pitch Partnerships, which can now add Thomas Pink to its roster of clients that includes Swissquote and Yokohama.