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British & Irish Lions announce strategic partnership with Premiership Rugby and United Rugby Championship

Ahead of the 2025 Australia Tour the British & Irish Lions have announced a new strategic partnership with Premiership Rugby and United Rugby Championship.

The Lions confirmed the link up with the top two leagues in English Rugby Union, and said it 'demonstrates a commitment from the different parts of the rugby Eco-system to work together for the good of the game.'

The agreement will allow for greater alignment around the tour schedule and mean that selected players will be free to partake in all activities in the run up to the tour.

Ben Calveley, British & Irish Lions CEO, said, “We are thrilled to be working in partnership with Premiership Rugby and United Rugby Championship and want to thank them for their support in reaching this landmark agreement. Our relationship with the clubs, who are the guardians of all potential Lions, is critical to any success we have, and we are committed to working with Premiership Rugby and United Rugby Championship in a spirit of collaboration.

“It is crucial that this agreement benefits not just The British & Irish Lions but also Premiership Rugby and United Rugby Championship. Our ambition is to make 2025 the greatest Lions Tour ever and we believe the opportunities for collaboration across marketing, promotional and wider activity will add significant value to all organisations.”

Simon Massie-Taylor, Premiership Rugby CEO, said: “We know how much The British & Irish Lions means to our players, our clubs and our fans. And we are incredibly excited about this new landmark partnership and the opportunity to work in true collaboration with the Lions ahead of their tour to Australia in 2025.

“Everyone at Premiership Rugby understands how crucial it is to work closely with all stakeholders for the game to continue to thrive and grow. And giving our players and The British & Irish Lions the best possible preparation time in history is vital for both the Lions and Premiership Rugby as we support each other on and off the pitch.

“As a league, we are also looking forward to combining with the Lions to create some new and exciting content to promote the Tour, our players and clubs.

“We are now looking forward to seeing as many Premiership Rugby players as possible competing for a Test jersey and hopefully experience being on a winning tour.”

Martin Anayi, CEO, United Rugby Championship: “Throughout the professional era our league has been home to an extraordinary number of British & Irish Lions and we are always proud to give our players the best chance of pulling on that famous red jersey. For every tour in the professional era our league has always supported the Lions and their touring schedule because their continued success will always help grow interest in our sport.

“The upcoming British & Irish Lions Tour will see new levels of collaboration between all of our organisations to celebrate what is a landmark moment in the rugby calendar. It is a valuable opportunity to really grab the attention of the wider sporting audience while also bringing our most dedicated fans closer to the stories of their heroes than ever before.

“We look forward to the tour to Australia in 2025 and watching players from the United Rugby Championship excel in the colours of The British & Irish Lions.”

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