It has been appointed to provide behind-the-scenes, match highlights, and build-up coverage.


The British & Irish Lions and SA Rugby have appointed Whisper Cymru to provide content for the Lions’ tour of South Africa. 

Whisper will be embedded with both the Lions and the Springboks, capturing and delivering behind-the-scenes content, along with game build-up, match highlights and themed partner material. Remote production will be key to success, with strict Covid-19 restrictions still in place.

Carys Owens will lead the Lions side, with Elma Smit covering the South Africa team once the tour gets underway later this summer. The Lions play warm-up games 26 June - 17 July, before three tests against South Africa on 24, 31 July, and 7 August. 

Owens, who is managing director of Whisper Cymru, said: “We are obviously thrilled to be working on this unique Tour with both the Lions and Springboks. Throughout the pandemic we have proven how nimble and reactive we can be, despite ongoing restrictions. We will use that experience, combined with our relentless drive and ambition, to create content that truly reflects the significance and importance of this historic Tour. We will simultaneously immerse fans in the onsite experience and reveal what it’s like to participate in one of the most prestigious sports competitions in the world.”

Shane Whelan, Lions director of digital, marketing & communications, added: “We are delighted to add Whisper to our talented list of agencies for the 2021 Tour. The Series will provide the Lions and SA Rugby with the opportunity to bring fans closer to the Tour than ever before; we look forward to seeing that reflected with brilliant behind-the-scenes content and programming across both teams extensive list of digital channels.”

Jurie Roux, CEO of SA Rugby, said: “The days when sports events began with first whistle and ended with the final blast from the referee are long gone and providing compelling, behind-the-scenes content from within the team environment is essential to engaging with our audience – especially in these days of lockdown and closed venues. We are delighted to be adding Whisper to the team to bring the players and the Series closer to the fans, providing otherwise unseen content to make the Series live, even when the players aren’t on the field.”