World Rugby and the British and Irish Lions have announced a new strategic collaboration that will make the RugbyPass App the official digital home of the 2025 Lions Tour to Australia.
The partnership will deliver a centralised platform for global fans, offering access to match coverage, news, statistics, and exclusive content. The RugbyPass App, which is already available for download via the Apple App Store and Google Play Store, will serve as a one-stop destination for digital engagement around the tour.
As part of the agreement, World Rugby and the Lions will jointly produce behind-the-scenes and original content via Lions Productions, in collaboration with World Rugby Studios.
The initiative aims to expand the reach and depth of coverage surrounding the tour, providing supporters with enhanced access to players, preparation, and off-field moments.
British & Irish Lions CEO Ben Calveley described the collaboration as a significant step in engaging fans through digital innovation. At the same time, World Rugby CEO Alan Gilpin highlighted its alignment with the governing body’s broader digital strategy.
The announcement also forms part of World Rugby’s long-term plan to grow global engagement ahead of the men’s and women’s Rugby World Cups in Australia in 2027 and 2029, respectively, positioning the 2025 Lions Tour as a key feature in a “golden decade” for the sport in the region.
This marks the first time RugbyPass will serve as the dedicated global digital hub for a Lions tour, reflecting evolving trends in fan consumption and sports media delivery.
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The Governing Body setting out to become its own content producer for the fans is nothing new but does present another fissure in the relationship between sport and traditional media which at the time of the last Lions Tour would still have seen itself very much as the content provider of choice for fans. It will be interesting to see how this plays out in reality across the coming weeks.
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