British & Irish Lions

What British & Irish Lions does

The British & Irish Lions is a privately held, Ireland-incorporated rugby union organization (British and Irish Lions DAC, Company No. 318999) that selects players from the four home nations — England, Ireland, Scotland, and Wales — to form a representative touring side. Founded in 1888 and headquartered in Dublin, the Lions operate on a four-year tour cycle, alternating between major southern-hemisphere rugby nations, with the 2025 men's tour to Australia and the inaugural 2027 women's tour to New Zealand the next two marquee events. Core products include the Lions Men's team, the newly launched Lions Women's program, the Official Lions Store (operated jointly with Fanatics), Lions Rugby Travel (operated jointly with The Mike Burton Group), the Lions Origin Clubs community network (835 clubs), and Lions Rugby Club Membership.

The Lions is structured as a Designated Activity Company controlled by the four constituent national unions through a Lions Board, with Managing Director Ben Calveley and Chairman Jason Leonard leading operations. The organization has a small permanent staff (11-50) supplemented by touring parties of 100+ during tour windows. The Lions Women 2027 initiative is being built out under inaugural Head Coach Jo Yapp, appointed in May 2026, with a feasibility steering group chaired by Ieuan Evans having greenlit the program in October 2021.

The revenue model is event-driven and concentrated around the four-year tour cycle. Revenue streams include principal partner fees (Royal London, Howden, Nike), 15+ secondary commercial and supplier partnerships (Qatar Airways, DHL, Charles Tyrwhitt, Gilbert, Dove Men+Care, Sokin, Patron Saint, Castle Lager, British Airways, and others), broadcasting rights (Stan Sport in Australia, talkSPORT for audio), merchandise sales via Fanatics, travel packages via The Mike Burton Group, Lions Rugby Club Membership subscriptions, and match-day ticket and hospitality sales. The 2021 tour alone generated over 324,000 ticket applications, demonstrating significant demand-side pricing power despite the inherent lumpy revenue profile of a quadriennial event.

Name

British & Irish Lions

Legal name

British and Irish Lions DAC

Website

https://lionsrugby.com

Company type

Private

Founded year

1888

Operating status

Operating

Headcount range

11–50 employees

Short description

The British & Irish Lions is a privately held, Ireland-incorporated rugby union organization that selects players from England, Ireland, Scotland, and Wales to field touring representative teams every four years, generating revenue from sponsorships, broadcasting rights, merchandise, travel packages, memberships, and match-day sales for fans and commercial partners.

Ownership category

akta.pro rank

Product category

Professional Rugby Sports Team & Tours

NAICS

Sports Teams and Clubs (711211), Spectator Sports (71121), Other Spectator Sports (711219)

SIC

Services-Membership Sports & Recreation Clubs (7997), Services-Miscellaneous Amusement & Recreation (7990)

akta.pro primary industry

Rugby (Union & League) Leagues (MPAKAAAG)

akta.pro secondary industries

Regional/Continental Confederations & Associations (MPAKAFAD), Team Sports Matches (Club & National) (MPAGAMAB), Fan Apparel & Wearables Retail (Licensed) (CRAMAOAE)

Keywords

• International rugby tours
• Rugby union team
• Sports merchandise sales
• Tour hospitality packages
• Rugby membership program

Headquarters

HQ city

Dublin

HQ country

Ireland

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Others

Revenue model

1. Sponsorship and Commercial Partnerships: The Lions generate revenue through commercial partnerships including principal partners (Royal London, Howden, Nike), kit branding rights, hospitality rights, pouring rights, and official supplier agreements. Partners receive comprehensive in-stadia rights, digital and social media exposure.
2. Merchandise Sales: The Official Lions Store (operated in partnership with Fanatics, Inc.) sells official merchandise including jerseys, apparel, and rugby gear to fans globally.
3. Travel Packages: Lions Rugby Travel (operated in partnership with The Mike Burton Group Limited) sells official travel packages including tickets, accommodation, and hospitality for fans attending tours.
4. Membership Program: Lions Rugby Club Membership provides fans with benefits including ticket access, exclusive events, and renewal优先 access to tour tickets.
5. Broadcasting Rights: The Lions sell broadcasting rights for tour coverage, with deals including Stan Sport in Australia and talkSPORT as exclusive audio broadcast partner.
6. Ticket Sales and Hospitality: Direct revenue from match tickets and hospitality packages at tour venues, including exclusive hospitality experiences.

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels12 records

Core offering

The British & Irish Lions fields touring rugby union teams composed of elite players selected from England, Ireland, Scotland, and Wales, contesting Test series against Southern Hemisphere nations (Australia 2025, South Africa 2021, New Zealand 2027) on a quadrennial cycle. The organization sells official merchandise through a partnership-operated online store, official tour travel packages (tickets, accommodation, flights, hospitality), recurring supporter memberships providing ticket priority, and licenses broadcasting and commercial sponsorship rights to partners.

Product overview

The British & Irish Lions operates as a multi-team rugby organization offering a unified product portfolio centered on its touring rugby teams. The core offering consists of the Lions Men team (the flagship touring side) and the Lions Women team (inaugural program launching 2027). Supporting services include the Official Lions Store (e-commerce via Fanatics partnership), Lions Rugby Travel (tour packages via Mike Burton Group), Lions Origin Clubs community program, and the Howden Women's Series competition. The organization also produces documentary content such as 'Two Sides'. The portfolio is unified under the Lions brand with principal partners including Royal London, Howden, and Nike.

Differentiator

Problem solved

Functional benefit

Brands

• Lions Rugby Travel: Official travel company for Lions tours, operated in partnership with The Mike Burton Group Limited.
• Official Lions Rugby Store

Products and services

• Official Lions Store

Quantifiable outcome

• 2025 Lions Tour to Australia projected to generate over $100 million in profit
• +2 more outcomes

Segments1 record

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

21 partnerships are on record, tiered core, minor, flagship and flagship/principal partner.

• SokincoreGTM or Marketing Partner · 26 June 2025Sokin became Official Global Payments Partner of The British & Irish Lions Men's Team, providing payment processing services and sponsorship activation.
• Patron SaintminorGTM or Marketing Partner · 16 June 2025Patron Saint is a new official supplier launching the '1888' whisky partnership with the British & Irish Lions.
• GilbertcoreGTM or Marketing Partner · 6 April 2025Gilbert supplies official match balls for The British & Irish Lions Tour to Australia 2025.
• Dove Men+CarecoreGTM or Marketing Partner · 26 February 2025Dove Men+Care is an official partner of the British & Irish Lions, providing personal care products.
• talkSPORTcoreGTM or Marketing Partner · 30 January 2025talkSPORT is the exclusive audio broadcast partner for The British & Irish Lions Tour coverage.
• DHLcoreGTM or Marketing Partner · 22 January 2025DHL celebrates 20 years of delivering for The British & Irish Lions as official logistics partner, having supported the 2013, 2017, and 2021 tours.
• RhinominorGTM or Marketing Partner · 18 September 2024Rhino is an official supplier for The Lions Tour to Australia 2025, providing scrum and training equipment.
• Oxford LandingminorGTM or Marketing Partner · 29 August 2024Oxford Landing is the Official Wine Partner of the British & Irish Lions.
• Qatar AirwayscoreGTM or Marketing Partner · 25 July 2024Qatar Airways was announced as Series Title Partner for the Lions Tour to Australia 2025, providing airline sponsorship and travel benefits.
• Charles TyrwhittcoreGTM or Marketing Partner · 28 May 2024Charles Tyrwhitt is the Official Menswear Partner for the British & Irish Lions, providing formal wear for players and staff.
• British AirwayscoreGTM or Marketing Partner · 15 June 2021British Airways was unveiled as Global Airline Partner for the 2021 Lions Tour, providing air travel services and sponsorship.
• Santander InternationalminorGTM or Marketing Partner · 3 June 2021Santander International announced a partnership with the British & Irish Lions.
• OPROminorGTM or Marketing Partner · 31 March 2021OPRO mouthguards became an official partner of the British & Irish Lions, providing mouthguards for players.
• Fuller's London PrideminorGTM or Marketing Partner · 15 March 2021Fuller's London Pride was announced as the official beer for the British & Irish Lions.
• DHL ExpresscoreGTM or Marketing Partner · 14 December 2020DHL Express was official logistics partner for the 2021 Castle Lager Lions Series. As 'The Team Behind The Teams', DHL provided specialized logistics solutions to both the Lions and Springboks, with players sporting the DHL logo on the back of jerseys.
• Castle LagerflagshipGTM or Marketing Partner · 5 November 2020Castle Lager was the 2021 Tour title partner (Castle Lager Lions Series). Extensive experience in rugby sponsorship with first SA Rugby association in 1997. Received comprehensive in-stadia rights including ticketing, hospitality, pouring, and kit branding rights.
• Royal Londonflagship/principal partnerGTM or Marketing PartnerRoyal London is a Principal Partner of the British & Irish Lions, specifically the Principal Partner for the Lions Women programme. They have committed £40,000 for a Women and Girls Rugby Award and support community initiatives including the Lions Origin Clubs network.
• Howdenflagship/principal partnerGTM or Marketing PartnerHowden is a Principal Partner and the official front of shirt/jersey sponsor for the 2025 Lions Tour to Australia. They are also the Series Title Partner of the Howden British & Irish Lions Women's Series. The four-year partnership includes community support through Lions Origin Clubs.
• Nikeflagship/principal partnerGTM or Marketing PartnerNike is a Principal Partner providing official kit and apparel for the British & Irish Lions, including match jerseys and training gear.
• Fanatics, Inc.coreChannel Partner/ Reseller/ DistributorFanatics operates the official Lions Rugby Store (store.lionsrugby.com). Data from the web shop is co-controlled by both Fanatics and British & Irish Lions DAC.
• The Mike Burton Group Limited (Lions Rugby Travel)coreChannel Partner/ Reseller/ DistributorThe Mike Burton Group operates Lions Rugby Travel (lionstour.com), the official travel company for the British & Irish Lions. Any data from travel bookings is co-controlled by both The Mike Burton Group Limited and British & Irish Lions DAC.

Scale indicators6 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Ryder Cup (Ryder Cup Europe): The Ryder Cup is a biennial cross-nation team competition (Europe vs. USA) with extreme scarcity, premium ticket demand, and sponsorship-driven economics. Structurally highly comparable to the Lions as a marquee cross-national team event generating broadcast, hospitality, and merchandise revenue from a quadrennial/biennial cycle.
• Rugby Australia: Rugby Australia governs rugby in Australia and is the 2025 Lions tour host. It is a direct peer because it runs the Wallabies commercial program — broadcast rights (notably a $210M Nine/Stan deal), sponsorships, and match-day revenue — and shares the international rugby union commercial playbook.
• Six Nations Rugby: Six Nations Rugby is the joint venture through which the same four home unions (England, Ireland, Scotland, Wales — plus France and Italy) commercialize the annual Six Nations tournament. It is the closest peer to the British & Irish Lions because it shares ownership structure, fan base across the home nations, and a similar commercial model of broadcast rights, sponsorship, and hospitality revenue.
• New Zealand Rugby (All Blacks): New Zealand Rugby operates the All Blacks brand, the premier international rugby property and frequent Lions tour opponent. Comparable to the Lions as a national-tier rugby union commercial entity monetizing broadcast rights, sponsorships, and merchandise around international match calendars.
• SA Rugby (Springboks): SA Rugby commercializes the Springboks, the most-frequent Lions tour opponent with 13 prior tours. Comparable as a major rugby union national governing body monetizing elite international rugby through sponsorship (e.g., Castle Lager's Lions series title sponsorship) and broadcast rights.

Regional players

• Premiership Rugby: Premiership Rugby operates the top-tier English club competition that supplies the largest contingent of England-eligible Lions players. Comparable as a rugby union commercial property sharing player-pipeline economics, broadcast rights, and sponsorship model, though regional (English) versus the Lions' pan-British-and-Irish scope.

Others

• Irish Rugby Football Union (IRFU): The IRFU is one of the four home unions that own and govern the Lions. Comparable as a national rugby union governing body operating elite teams (Ireland), commercial sponsorships (e.g., Vodafone), and Aviva Stadium match-day revenue — and is structurally intertwined with the Lions through ownership.
• Fanatics: Fanatics operates the official Lions Rugby Store and is a long-standing sports merchandising and licensing partner across global leagues. Comparable as an adjacent ecosystem participant — not a competing sports property, but the infrastructure layer through which Lions merchandise, licensing royalties, and fan commerce flow.

Broad incumbents

• World Rugby (Rugby World Cup): World Rugby is the global governing body and owns the Rugby World Cup, the largest recurring commercial property in rugby. Comparable as the macro-level incumbent in international rugby commercial rights, hosting, and tournament operations that the Lions operates within as a quadrilateral touring property.

Emerging players

• Ashes Series (ECB / Cricket Australia): The Ashes is a cross-nation Test series (England vs. Australia) with quadrennial cadence, premium ticket scarcity, and dedicated broadcast/sponsorship economics. Comparable to the Lions as a traditional cross-nation sporting property monetizing scarcity, rivalry, and touring.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/lionsofficial
• YouTubeyoutube.com/@britishandirishlions
• Facebookfacebook.com/BritishandIrishLions
• LinkedInlinkedin.com/company/the-british-and-irish-lions
• Instagraminstagram.com/britishandirishlions
• TikToktiktok.com/@lionsofficial

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Subsidiaries2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about British & Irish Lions