Here are four reasons why the 2025 Lions Tour was the most successful in Lions history on social, and why we were ‘Best on Social’ this year. We built the some of the most engaged social accounts in all of sport. This summer we had a higher engagement rate than Wimbledon, England Cricket, Ryder Cup, Red Bull F1, Rugby World Cup, ATP Tour, NBA, Barcelona and many more. We live streamed our squad announcement on YouTube and trended number 1 globally – ahead of MrBeast (with 452m subscribers). We created The Ultimate Test which helped us gain over 1 million new followers and generate over 270m views this summer. More than double that of any other rugby organisation globally.  We created some of the best performing viral moments in UK Sport history and have transformed our social media audience demographics.