Pair partner for opening fixture of 2025 tour and beyond

Lions Rugby TikTok

The British & Irish Lions has partnered with TikTok for its upcoming Australia tour. 

The pair will work on exclusive content, creator storytelling, and behind-the-scenes access throughout the tour shared via the TikTok hashtag #Lions2025. 

This will begin with a group of TikTok creators from Ireland and the UK joining the team for the first match in Dublin - the first time that the Lions will have played a fixture in Ireland. The creators will include Andrew Nolan aka, The Rugby Nause and Jim Flano, with the aim to give a unique perspective on the Lions. 

TikTok and the Lions will aim to highlight diverse voices and reach broader audiences, especially ahead of the Women’s Rugby World Cup later this summer. 

Shane Whelan, director of digital, marketing & communications at The British & Irish Lions, said: “We are incredibly excited to partner with TikTok for the upcoming Qatar Airways Lions Men’s Tour to Australia 2025. 

“Both on and off the pitch we have big ambitions and TikTok is a priority platform for us as we look to reach more fans than ever before.

“This partnership forms an integral part of our most-ambitious ever social and content plan for a Lions Tour, so we can’t wait to get things started in Dublin for what promises to be an historic match for the Lions before we fly down under to Australia.” 

Rebecca O’Keeffe, head of content operations at TikTok Ireland, said: “This partnership is all about making The British & Irish Lions and rugby even more accessible. 

“Whether it’s breaking down the rules for first-time viewers or capturing the emotional highs of the Lions matches, TikTok creators will showcase the Tour through content that educates, entertains, and inspires.

“Stay tuned on TikTok for exclusive Lions content from the #Lions2025 Tour and join us as we bring fans closer to one of rugby’s most iconic teams—wherever they are in the world.”