The British & Irish Lions and SA Rugby have
created a joint venture for the 2021 Tour to South Africa.
Under the terms of the JV, The Lions and SA Rugby
will combine their commercial offering, enabling broadcasters,
partners and licensees the chance to fully leverage and activate
around a new centralised programme.
A more joined-up approach to CRM, digital and
social content will provide more opportunities to engage with the
global rugby fanbase, while also unlocking new assets such as a
Tour documentary that can now be packaged together to offer access
inside both Lions and Springboks camps.
There will also be a
co-ordinated ticketing, travel and hospitality programme to ensure
fans have more access to the Tour matches taking place in South
Africa next year.
Ben Calveley, Managing Director of The British &
Irish Lions, said, "A Lions Tour is a global sporting event and its
continuous commercial growth over the last decade has made it
clear that a more collaborative, efficient and optimised structure
was needed. Together with SA Rugby, this new approach will
ensure that the 2021 Tour will reach new heights and avoid some of
the inefficiencies we have experienced on previous tours. While
competition on the field of play is great, off the field we should
aspire to work collaboratively to create a whole greater than the
sum of the parts."
SA Rugby CEO, Jurie Roux, said, "The creation of the joint venture is an
important milestone on our journey towards next year’s series
against the Lions. Our partnership with the Lions is a good
example of rugby’s northern and southern hemispheres working
together to create greater benefits for both organisations. I am
confident that this new more collaborative approach will help
unlock new and increased revenues for South African rugby and the
British & Irish lions, which gets reinvested in the game, and look
forward to working in close partnership between now and the Tour
Pictures from 2019 Cathay Pacific / HSBC Hong
Pictures from 2018 Cathay Pacific / HSBC Hong Kong Sevens,
Pictures from 2017 Cathay Pacific / HSBC Hong Kong Sevens,
Pictures from 2016 Cathay Pacific / HSBC Hong
Pictures of Cathay Pacific / HSBC Hong Kong Sevens 2015,
Pictures of the Asia Rugby Sevens Olympic Games Qualifier in Hong
Pictures of Singha Thailand Sevens 2015,
Pictures from the 2013 British & Irish Lions Tour in Hong Kong,
Pictures of Hong Kong Sevens 2014,
Pictures of Hong Kong Sevens 2013,
of Chartis Cup 2012 and
Cathay Pacific / HSBC Hong Kong Sevens 2012.