The British and Irish Lions play on Irish soil for the first time tonight. It is a historic occasion for Irish rugby and promises a night of entertainment and a wee bit of hoopla with Cian Ducrot performing before the kick-off.
As well as the sporting occasion of a Lions Tour, there is an impressive commercial machine behind the red jersey.
We have been covering each of the announcements over the past two years and had CEO Ben Calveley on stage with us in Dublin in January and on the Sport for Business Podcast afterwards.
This morning, for the day that is in it, we take a look back at the commercial partnerships that are in place for the 2025 tour.
Principal Partners
At the centre of the commercial roster are several long-term and principal partners who underpin the entire tour infrastructure.
Howden takes pride of place on the front of the famous red jersey as both Principal Partner and Men’s Series Title Partner for the 2025 Tour. Their support also extends to the Lions’ first-ever women’s tour in 2027, making Howden a central player in the long-term commercial and equality agenda.
Qatar Airways has been named as the Official Airline and Series Title Partner, playing a crucial logistical role in transporting players, staff and equipment across continents.
Canterbury continues its historic role as Official Apparel Partner, designing and supplying playing and training kit as well as merchandise for fans.
Official Partners and Sponsors
DHL Express is managing the logistics of the tour, ensuring the smooth movement of gear and essential supplies throughout Australia, while IHG Hotels & Resorts will provide accommodation and help facilitate fan engagement experiences across key host cities.
The Lions’ approach to commercial alignment extends into the performance and wellbeing domains. ResMed was recently announced as the Lions’ Official Sleep Partner, supporting players through tailored rest and recovery strategies. The partnership includes a campaign, “Tackle Your Sleep,” designed to raise awareness of the role sleep plays in elite sport and everyday life.
In the field of nutrition, Science in Sport has joined as Official Nutrition Partner, supplying the squad with science-led supplements and match-day fuel to aid performance and recovery throughout the tour.
Newry based StatSports extend the relationship they have with the RFU and the IRFU to provide the tracking technology that the players wear in training and in matches.
Another significant recent move was the partnership with SentientSports, bringing GuardianAI into the Lions’ setup. The technology uses artificial intelligence to monitor online channels in real-time and help protect players and coaches from abuse on social media — a first for a Lions tour and a bold step in prioritising mental wellbeing alongside physical performance.
Lifestyle and premium fan engagement are also central pillars. The Lions have brought on board Patron Saint, a high-end whisk(e)y brand, which has released a limited-edition “1888” expression to mark the occasion. The brand joins an established stable of consumer partners including Dove Men+Care and Oxford Landing, helping to broaden the appeal of the tour well beyond traditional rugby fans.
Commercial Rights
From a commercial rights perspective, the Lions signed IMG as global licensing partner through to 2027, managing a wide array of merchandise and activation opportunities. Media rights distribution for the 2025 tour is being handled by Pitch International, covering broadcast sales for Tests, warm-up matches, and additional documentary content.
The Lions are also setting the tone for the future. Their women’s programme, due to debut in New Zealand in 2027, is already benefiting from strong backing. Royal London, as Founding Partner, has invested in player and coach development pathways that are already helping to build depth across the four unions.
It is an impressive lineup of backers, each with there place in the system and many with a material impact on the way in which the Tour will play out
With kick-off in Dublin tonight and the first Test in Australia only weeks away we will continue to follow how each of the partners is activating.
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SPORT FOR BUSINESS PERSPECTIVE
For some the Lions is a throwback to simpler times and an anachronism in the modern busy schedule af club and country rugby. But commercial partners have a good sense of what works and with thousands of rugby fans roaming Dublin in recent days, the idea of the Lions is clearly still very much a winner.
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