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British and Irish Lions forge exclusive partnership with Pitch International for Australia tour


The British and Irish Lions, in conjunction with Rugby Australia, have inked an exclusive agreement with sports marketing agency Pitch International for the upcoming 2025 three-Test tour of Australia.

Pitch International assumes the role of the sole international media rights distribution partner for the highly anticipated tour, covering media rights for the tour’s Three tests between the Lions and Wallabies in Brisbane, Melbourne, and Sydney, as well as pre-test warm-up fixtures.

Additionally, international rights for all behind-the-scenes documentaries about the Lions since 1997 are included in the agreement.

The comprehensive deal extends to sales rights in all territories worldwide, with live rights sold globally and highlights distributed to free-to-air partners in the UK and Ireland. Pitch’s sales remit now encompasses the pre-tour fixture in Ireland between the Lions and Argentina, complementing UK pay-TV heavyweight Sky Sports’ existing live rights in those markets.

The upcoming tour to Australia will be the first time the Lions have toured the country since 2013. Comprising players from England, Wales, Scotland and Ireland, the famed Lions’ Tests are scheduled for July 18 (Brisbane), July 26 (Melbourne) and August 2 (Sydney).

“We are delighted to be partnering with Pitch for our international media rights distribution and look forward to working with them to bring the eagerly anticipated 2025 tour to even more fans around the world,” said Ben Calveley, the Lions’ chief executive.

Henri Kamerling, managing director of rugby at Pitch, echoed Calveley’s sentiments, adding, “We believe that we can use our unique understanding of the rugby media rights landscape to further grow the popularity of this much-loved brand and take it to a truly global audience.”

The announcement of this partnership follows previous moves by the Lions, including enlisting IMG as their worldwide licensing agency through 2027 and securing Howden as a principal partner for the Australia tour.

A joint venture with Rugby Australia and the appointment of CSM as the tour’s exclusive sponsorship agent illustrate the Lions’ commitment to maximising commercial opportunities.

The Lions have also announced plans for a women’s team’s historic tour to New Zealand in 2027, building on the momentum generated by the upcoming Australia tour.

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