The British and Irish Lions rugby union team embark on a tour every four years, this year to New Zealand, and Guinness has signed as the 2005 tour's official beer.
The books are being sent out during the initial weeks in which matches are played against local sides before the first Test match against the All Blacks national side on June 25.
The Lions have won their two matches to date, beating Bay of Plenty 20-34 on Saturday and Taranaki 14-36 yesterday.
Guinness's CRM agency Tullo Marshall Warren designed the book to be a keepsake and the 1993 Lions tour captain Gavin Hastings was asked to write the foreword. The book is titled 'Lion Spotting in New Zealand' and replicates the feel of a wildlife book with illustrations of lions and old-fashioned sketches.
There are subtle references to the drink, which has increased its association with rugby from initial grass-roots initiatives to taking on the title sponsorship of rugby union's English Premiership for the next four years.
The book comes with a wallet-sized fixture list and a voucher for a free pint of Guinness in selected O'Neill's pubs.
Angela Price, account manager at TMW, said: "The pack is designed to encourage rugby interest consumers to watch the games in the pub, over a pint of Guinness beer or to get some cans in to watch the games at home with their friends."
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