On 6th November, 2024, Canterbury unveiled the official British & Irish Lions jersey for the 2025 tour to Australia, marking a new era of fan engagement and innovation. Each adult jersey, whether replica or classic, features an embedded Near Field Communication (NFC) tag, making it the first Lions jersey to integrate this cutting-edge technology—and one of the first of its kind in rugby. By scanning the NFC tag on the jersey, fans unlock exclusive access to the Lions Clubhouse app, a digital hub that connects them directly to the team. The app offers behind-the-scenes content, player videos, match day moments, and live Q&A sessions with squad members. Fans can also join a vibrant community forum, creating deeper connections with fellow supporters. This pioneering feature ensures fans can immerse themselves in the excitement of the Tour, bringing them closer to the action, no matter where they are in the world.