Maro Itoje confirms shock move ahead of British & Irish Lions squad announcement

Wednesday, 07 May 2025 at 09:08

byRugby Rucker

England enforcer Maro Itoje has dropped a bombshell ahead of the 2025 British & Irish Lions tour – but it’s not about rugby.

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The Saracens and England star, heavily tipped to skipper the tourists Down Under, has made another power play away from the pitch, parting ways with Jay-Z’s Roc Nation Sports to sign with Ten Toes – a fast-rising force in athlete branding and management.

From rap royalty to rugby reinvention

Back in 2020, Itoje shocked the rugby world by leaving long-time representatives Stellar Group to sign with Roc Nation, the sports arm of Jay-Z’s entertainment empire.

Now, just months out from the Lions' highly-anticipated tour to Australia, he’s made another bold switch – teaming up with Ten Toes, a boutique agency already shaking up the sports and culture space.

Locked in with Sarries

It’s not the only major move the 30-year-old has made this year. In January, Itoje penned a new long-term deal with Saracens, alongside a bumper EPS (England Performance Squad) contract – cementing his future at the heart of both club and country.

Now, with his off-field team refreshed, Itoje is set to build a brand just as towering as his lineout presence.

What Ten Toes said

Ten Toes, clearly buzzing about the blockbuster signing, said in a statement:

“Ten Toes is pleased to welcome Saracens and England rugby union star, philanthropist and gallerist Maro Itoje to its talent roster. We’ll be laying the strategic foundations for success before leading all content and exclusive commercial partnership delivery.”

WIN A TRIP TO THE 2025 LIONS:

THE PACKAGE INCLUDES

2 x Return flight tickets from the UK to Australia

2 x Tickets to watch the 2nd Test in Melbourne

2 x Tickets to watch the 3rd Test in Sydney

4 x Night’s accommodation in Melbourne with bed & breakfast (24-27 July)

7 x Night’s accommodation in Sydney with bed & breakfast (28 July-3 Aug)

2 x Flight tickets Melbourne to Sydney including airport hotel group transfers

2 x Tickets to watch a private function with Lions legends

Additional events to be announced

The winner will be part of the Lions supporters group with tour representatives on hand to oversee everything.

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More than just muscle

Ben Weisfeld, founder and CEO of Ten Toes, couldn’t hide his excitement.

“We couldn’t be more excited. Maro is more than just a rugby player. He has so many strings to his bow, and we can’t wait to build on the foundations he’s already laid.”

They’re not wrong.

Itoje has already built an impressive off-field empire. He co-founded Akoje Gallery, spotlighting artists from Africa, the Caribbean, and the diaspora, and teamed up with Khalil Akar to launch the Akoje Residency, encouraging cross-cultural collaboration through art.

Big heart, big vision

Through his Pearl Fund, Itoje has raised millions to boost educational opportunities for children in Nigeria – a cause close to his heart and a testament to his passion for social change.

What Maro said

Speaking about the new partnership, Itoje said:

“I’m very excited to partner with Ten Toes on this next chapter. Ben and the team’s work has been very impressive, and I like the way they go about their business. I’m looking forward to working alongside them to help achieve my goals and aspirations.”

On and off the pitch, Itoje means business

Whether it’s disrupting lineouts or reshaping the future of athlete branding, Maro Itoje continues to prove he’s more than just a rugby player. As the Lions watchlist builds and the spotlight intensifies, he’s making sure his voice is heard far beyond the touchline.

? Sam Warburton's 2025 Lions Squad: The England Contingent

? Immanuel Feyi-Waboso (Exeter Chiefs, Wing)

A breakout star before injury cut his season short, the Cardiff-born flyer qualifies for England through residency. Electric pace, dazzling footwork, and power in contact make him a game-changer. Warburton calls him “the best winger of the lot” — high praise indeed.

? Tommy Freeman (Northampton Saints, Wing)

The versatile back can slot in at fullback or wing, boasting serious size, speed, and composure. Freeman is a constant threat with ball in hand and has grown into a reliable option under Steve Borthwick.

? Fin Smith (Northampton Saints, Fly-half)

The former Worcester Warrior is one of the brightest 10s in the Premiership. Calm under pressure and a metronomic goal-kicker, Smith has earned rave reviews for steering Saints to the top of the table.

? Marcus Smith (Harlequins, Fly-half)

The most mercurial of England's playmakers. Smith has footwork, flair, and vision to unlock defences but can divide opinion with his risk-taking. Warburton sees the value in that magic.

⚡ Alex Mitchell (Northampton Saints, Scrum-half)

A sharp operator with a lightning pass and sniping runs. Mitchell thrives in quick ball scenarios and adds serious tempo to any attack — a modern scrum-half through and through.

? Ellis Genge (Bristol Bears, Prop)

Nicknamed “The Baby Rhino” for good reason. Genge brings raw power, aggression, and leadership. A fan favourite and a core figure in England's forward pack.

? Will Stuart (Bath Rugby, Prop)

A dependable tighthead with massive scrummaging ability. Stuart’s work around the park often goes unnoticed, but he’s a cornerstone of England’s front row depth.

? Luke Cowan-Dickie (Sale Sharks, Hooker)

After injury setbacks, LCD is roaring back. Explosive, confrontational, and dynamic in the loose — if he stays fit, he’s a serious Lions contender.

? Maro Itoje (Saracens, Lock)

One of the modern greats. Itoje’s athleticism, lineout dominance, and disruptive presence at the breakdown make him a Lions lynchpin. Warburton even named him potential captain material.

? George Martin (Leicester Tigers, Lock)

Still just 23, but built like a veteran enforcer. Martin is physical, fearless, and hits like a freight train. Think of him as the Lions' future Alun Wyn Jones.

?️ Ollie Chessum (Leicester Tigers, Lock)

Athletic, rangy, and relentless. Chessum covers lock and blindside flanker, offering a dynamic engine room option with excellent work rate.

? Tom Curry (Sale Sharks, Back row)

Though injuries have sidelined him recently, Curry remains one of the world's best opensides when fit. Relentless at the breakdown and rarely has an off day.

? Ben Curry (Sale Sharks, Back row)

Tom’s twin and an underrated star in his own right. Tough as nails, defensively sound, and a breakdown menace — he’s forced his way into this elite group.

⚡ Ben Earl (Saracens, Back row)

England’s best player in 2023, Earl brings explosiveness, agility, and relentless energy from the back row. He’s a line-break machine and defensive workhorse.

? Sam Warburton’s 40-man Lions squad for 2025

Fullbacks:
Blair Kinghorn (Scotland), Hugo Keenan (Ireland), Blair Murray (Scotland)

Wingers:
Duhan van der Merwe (Scotland), James Lowe (Ireland), Tommy Freeman (England), Darcy Graham (Scotland), Immanuel Feyi-Waboso (England)

Centres:
Sione Tuipulotu (Scotland), Bundee Aki (Ireland), Huw Jones (Scotland), Robbie Henshaw (Ireland)

Fly-halves:
Finn Russell (Scotland), Fin Smith (England), Marcus Smith (England)

Scrum-halves:
Jamison Gibson-Park (Ireland), Alex Mitchell (England), Tomos Williams (Wales)

Props:
Ellis Genge (England), Andrew Porter (Ireland), Pierre Schoeman (Scotland), Tadhg Furlong (Ireland), Will Stuart (England), Zander Fagerson (Scotland)

Hookers:
Dan Sheehan (Ireland), Luke Cowan-Dickie (England), Dewi Lake (Wales)

Locks:
Maro Itoje (England), George Martin (England), Ollie Chessum (England), Joe McCarthy (Ireland), James Ryan (Ireland)

Back rowers:
Tom Curry (England), Ben Curry (England), Jac Morgan (Wales), Ben Earl (England), Caelan Doris (Ireland), Taulupe Faletau (Wales), Jack Conan (Ireland), Tadhg Beirne (Ireland)

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