Often likened to Christmas Day for rugby fans (although rarer as only every four years), the announcement of the squad for the Lions tour to Australia didn’t disappoint.
Of the 38 players selected 15 are Irish, 13 from England, 8 Scots and predictably, but still disappointingly, only 2 Welsh.
Maro Itoje’s appointment as captain caps off an amazing season for the second row, having already been named captain of his club Saracens and England captain during the Six Nations. His softly spoken approach and considered thoughts are counter to entrenched stereotypes of international rugby players and are likely to appeal to a broader potential fan base.
But while the focus is currently on those players fortunate enough to have been selected, this coming Lions Tour is expected to do a lot of heavy lifting for the sport overall.
At a time when professional rugby faces increasing financial instability, particularly in Wales, Scotland and England, the Lions provides a brand that can activate interest and galvanise broader support for the sport. In 2021, the last time the Lions toured, the company that operates the tours posted a profit of £8.2m, despite the three test matches in South Africa being played without spectators in the stadium due to Covid 19.
But the financial impact of the Lions is far greater than just the profits made from the tour. Rugby is in dire need of financial stability and the Lions provides an opportunity to unlock new sponsorships and commercial deals as well as recruiting new fans. It is a once every four-year chance to put traditional rivalries to one side and to bring the UK and Ireland together and promote the sport.
Rugby Australia will also be viewing the forthcoming tour with great expectation. A year ago, rugby pundits were predicting a Lions whitewash in the three-test series, with some even questioning the point of playing against such a weak Wallabies side. But the somewhat controversial appointment of New Zealander Joe Schmidt as coach has turned Australia’s fortunes around with three recent victories against Wales and a win against England at Twickenham. Following six years as coach of Ireland, Schmidt also has the advantage of knowing a great many of the touring Lions and previously mentored Lions Head Coach Andy Farrell, giving him a great insight into the tactics and strategies likely to be deployed.
Similarly to the Home Nations, the greatest potential impact of the tour for Australian rugby is on the balance sheet. Having posted a deficit of $36.8 million in 2024, Rugby Australia (RA) desperately needs a financial boost, and RA is forecasting a record surplus in 2025 from the Lions tour, which commentators have stated may ‘save’ the game in Australia.
While social media has been flooded with videos of players’ reactions to their Lions call ups, most involving tears of joy, it may just be that it’s the sport’s administrators that have the most to cheer about.
David Little is a Partner at Bishop & Sewell in our expert Sports Law and Corporate & Commercial teams.
If you would like to contact him, please call on either 07968 027343 or 020 7631 4141 or email: company@bishopandsewell.co.uk.
The above is accurate as at 14 May 2025.
The information above may be subject to change.
The content of this note should not be considered legal advice, and each matter should be considered on a case-by-case basis.
