Agreement sees the RugbyPass app become the digital home of the upoming Australia tour
The British & Irish Lions have partnered with World Rugby across content and the RugbyPass app.
The pair will co-create social content and original programming via Lions Productions and World Rugby Studios for the Lions’ upcoming tour of Australia. In addition, World Rugby’s RugbyPass app will become the digital home of the tour, with access to news, a match centre, stats and exclusive video content.
World Rugby states that the partnership is part of its efforts to create a “golden decade” of rugby in Australia, with 2027 and 2029 men’s and women’s World Cups set to take place there.
British and Irish Lions CEO Ben Calveley said: “On our own Lions channels we had more than 100 million video views in 2024, so ahead of the Tour kicking off this month, we expect to dwarf those numbers in 2025.
“By joining forces with World Rugby and the RugbyPass App, in partnership with our own in-house team and Lions Productions, we can help drive more interest and create more fandom throughout the game as the eyes of the sporting world focus on The Lions this summer.”
World Rugby chief executive Alan Gilpin added: “This exciting collaboration represents a bold step in the way we grow the sport’s audience share together with stakeholders. By combining World Rugby’s social and digital expertise with the iconic status of the British and Irish Lions, we are creating a dynamic, interactive platform that brings fans closer to the action – and to each other – than ever before.”
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