The British Lions will be sponsored by business insurer QBE on their tour of New Zealand in 2017.
QBE has inked a deal with the team to become a principal partner on the Lions' daunting trip to face the All Blacks, winners of last year's Rugby World Cup.
It marks a continuation of its close relationship with the sport, following sponsorship deals of England Rugby and a collaboration with the Argentina Rugby Union.
"The Lions represents perhaps the ultimate example of 'all for one and one for all' teamwork," said QBE Insurance chief executive John Neal.
"Perhaps even more important than the undoubted individual skills of the players, two factors are critical to the Lions' success - inspirational leadership and excellent teamwork.
"The challenges faced and ultimately the rewards achieved closely mirror our own business. Our customers expect a one-team approach, working with us in close and enduring partnerships. By using our global footprint, along with our local knowledge, we can give them the confidence to achieve their ambitions."