The deal is the first wine partnership struck by the touring rugby squad, which includes players from England, Ireland, Wales and Scotland. As part of the deal, a number of initiatives are planned to drive the association, including a limited-edition Lions gift pack inspired by a Lions legend from each of the home nations.
Steve Barton, UK director, said: "Both the British & Irish Lions and FirstCape have a distinctive history -- we're very excited about this association and the opportunity to work with the Lions in the build-up to the South African tour and beyond."
John Feehan, chief executive of the , said: "It will be a pleasure working with such a young, dynamic and exciting brand. The Lions are looking forward to developing the relationship with FirstCape both here and in South Africa."
First Cape is the latest partner to come on board the Lions 2009 tour to South Africa, which takes place in May 2009. In November, became the title and shirt sponsor, replacing Zurich Insurance, which sponsored the British & Irish Lions ill-fated 2005 tour of New Zealand that the Lions lost 3-0.
In December, was named as the official licensed operator of the Lions tour.
The 2009 trip is set to be the biggest tour to date, according to the British & Irish Lions, with 50,000 fans expected to make the journey to South Africa.