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British and Irish Lions team up with RugbyPass for strategic partnership
World Rugby and the British & Irish Lions have today announced a groundbreaking strategic collaboration that will see the RugbyPass App become the designated hub of The Qatar Airways British & Irish Lions Tour to Australia 2025, creating a one-stop digital destination for fans around the globe.
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The RugbyPass App is available now and offers unrivalled access to news, match centre, stats and exclusive video content, powered by World Rugby’s technology, editorial expertise, production support and global social reach, for a full fan engagement experience.
The collaboration will also see World Rugby and the British & Irish Lions co-create exclusive behind-the-scenes social content and original programming via Lions Productions in partnership with World Rugby Studios, bringing supporters closer to the Lions than ever before.
British & Irish Lions CEO Ben Calveley said: “On our own Lions channels, we had more than 100 million video views in 2024, so ahead of the Tour kicking off this month, we expect to dwarf those numbers in 2025.
“By joining forces with World Rugby and the RugbyPass App, in partnership with our own in-house team and Lions Productions, we can help drive more interest and create more fandom throughout the game as the eyes of the sporting world focus on The Lions this summer.”
World Rugby Chief Executive Alan Gilpin added: “This exciting collaboration represents a bold step in the way we grow the sport’s audience share with stakeholders. By combining World Rugby’s social and digital expertise with the iconic status of the British & Irish Lions, we are creating a dynamic, interactive platform that brings fans closer to the action – and to each other – than ever before.”
The strategic partnership also marks a major milestone in World Rugby’s wider digital growth strategy ahead of men’s and women’s Rugby World Cups in Australia in 2027 and 2029, respectively, combining with the Lions to create a golden decade of rugby in Australia.
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The RugbyPass App is available to download now on Google Play Store and Apple App Store.