Rugby Australia and British and Irish Lions announce joint commercial venture for 2025 tour

The British and Irish Lions and Rugby Australia have today announced the creation of a joint venture to manage the commercial offering for the 2025 Tour to Australia.

The joint venture model, successfully introduced for the 2021 Lions Tour of South Africa, aims to maximise the Tour’s offering by providing broadcasters, partners and licensees the opportunity to fully leverage and activate across a centralised program.

With fan engagement a key priority for both the British and Irish Lions and Rugby Australia, the joint venture will support a collaborative approach to data, digital and social content providing both organisations the opportunity to engage with the growing global rugby fanbase.

The joint venture model also aims to bring fans closer to the action with exclusive behind the scenes footage from both camps.

The 2025 Tour to Australia promises to be one of the most eagerly anticipated tours in history considering the absence of fans for the 2021 Tour of South Africa.

British and Irish Lions Chief Executive, Ben Calveley advised “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.”

Rugby Australia Chief Executive, Andy Marinos added “Rugby Australia is thrilled to be welcoming the British and 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.”

The commercially successful 2013 British and Irish Lions tour of Australia prompted the touring 'home nations' to seek a greater share of profits from future Lions tours.

Image: The 2013 British and Irish Lions after securing their 2-1 test series win over Australia. Credit: British Lions Ltd.