lions Form Rugby Australia Joint Venture
The British & Irish Lions and Rugby Australia have announced the creation of a joint venture for the 2025 Tour to Australia.
The joint venture model, which was successfully introduced for the Lions’ 2021 Tour of South Africa, has been described as a way to ‘maximise the Tour’s offering by bringing together two of the biggest brands in world rugby to work in a more collaborative and engaging way.’
Under the terms of this joint venture, the Lions and Rugby Australia will combine their commercial offering, providing broadcasters, partners, and licensees the opportunity to fully leverage and activate across a centralised programme.
Fan engagement has been noted as a key priority for both parties, with the joint venture set to undertake a collaborative approach to data, digital and social content. The partnership will also see both camps offer exclusive behind the scenes footage from the Tour.
Ben Calveley, CEO of The British & Irish Lions commented, “We are incredibly excited to be working in partnership with Rugby Australia for the 2025 Tour. 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, added, “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.
“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.”
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