British & Irish Lions and Rugby Australia announce 'joint venture'

The British & Irish Lions and Rugby Australia have announced a new joint venture for the 2025 Tour to Australia. The joint venture model was introduced for the 2021 Tour of South Africa and aims to bring together two of the biggest brands in world rugby to work collaboratively and engage with fans in a more effective way.

According to the terms of the joint venture, the Lions and Rugby Australia will combine their commercial offerings to provide broadcasters, partners, and licensees with the opportunity to fully leverage and activate across a centralised programme. With fan engagement being a key priority for both organisations, the joint venture will support a collaborative approach to data, digital, and social content, giving both organisations the chance to engage with the growing global rugby fanbase. Additionally, the joint venture model will bring fans closer to the action with exclusive behind-the-scenes footage from both camps.

The 2025 Tour to Australia is set to be one of the most eagerly anticipated tours in history, especially considering the absence of fans for the 2021 Tour of South Africa. The Lions and Rugby Australia will aim to maximise the Tour’s offering by working together to provide a more engaging and collaborative experience for rugby fans worldwide. This joint venture model has proven successful in the past and is expected to be a key factor in the success of the 2025 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, said: “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.”