The British & Irish Lions and Rugby Australia
have established a joint venture for the 2025
Tour to Australia.
The joint venture model was first
introduced by the Lions for the 2021 Tour of South Africa.
Under the terms of the JV, the Lions and Rugby
Australia will work together to provide
broadcasters, partners and licensees the opportunity to fully
leverage and activate across a centralised programme.
With fan
engagement a key priority for both the Lions and Rugby Australia,
the JV will support a collaborative approach to data,
digital and social content providing both organisations the opportunity to engage with the growing global rugby fan base.
The
JV also aims to bring fans closer to the action
with exclusive behind the scenes footage from both camps.
“Rugby Australia is thrilled to be
welcoming the British & Irish Lions back to these shores for the
first time in 12 years,” said Andy Marinos, Rugby Australia CEO. “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. 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.”
