"Joint Venture" British & Irish Lions and Rugby Australia Partner Up To Maximise Fan Experience for 2025 Tour - Ruck

“Joint Venture” British & Irish Lions and Rugby Australia Partner Up To Maximise Fan Experience for 2025 Tour

Being apart of the British & Irish Lions tour is regarded as one of the best fan experiences that sport has to offer. Following your team to the other side of the world, and touring with supporters, the British & Irish Lions has it all for the ultimate rugby fan experience.

Image Credit: Rugby Australia

That experience is about to get even better, as the British & Irish Lions and Rugby Australia have partnered up for the 2025 tour, in a ‘joint venture’ which is put in place for “providing both organisations the opportunity to engage with the growing global rugby fanbase.”

The model was trialled by the 2021 Lions tour to South Africa, but was greatly hindered by the impact of Covid-19. The doors are fully open for the 2025 Lions Tour, and will provide never before seen ‘behind the scenes’ content from both sides, throughout social media

Ben Calveley, CEO of the British & Irish Lions said, “We are incredibly excited to be working in partnership with Rugby Australia for the 2025 Tour.

Image Credit: Rugby Australia

“Our Purpose is to unite and inspire through extraordinary rugby experiences and the creation of this Joint Venture sees the Lions unite with Rugby Australia to develop the best possible fan engagement and commercial platform for the Tour.

“This collaborative approach will ensure that 2025 reaches new heights, especially with the return of tens of thousands of travelling Lions supporters and will be a global sporting event not to be missed.”

Commenting on the announcement, Rugby Australia CEO, Andy Marinos, said: “Rugby Australia is thrilled to be welcoming the British & Irish Lions back to these shores for the first time in 12 years.

“A Lions Tour is one of the great occasions in sport, and we are looking forward to welcoming the Lions and their fans back to Australia – especially after the last few years of global uncertainty due to Covid.

“It is especially pleasing to be able to confirm the commercial joint venture that we are entering into with the Lions – and we firmly believe that this agreement presents both parties with the best opportunity to realise the commercial potential of this Tour while engaging deeply with all sports fans.

“With the Lions Tour in 2025, and home Rugby World Cups in 2027 and 2029, we have a real opportunity for Rugby in Australia to establish a legacy that will benefit the game in this country for decades to come.

Image Credit: British & Irish Lions

“We have now begun our work with the Lions to ensure we deliver a Tour that captures the imagination of fans across Australia and Lions fans around the world, as well as maximising the commercial return – it is an exciting opportunity for us all.”