To optimize the Lions Women's tour, footballers need to coordinate their attire with red roses.
The British and Irish Lions Women's tour, scheduled for 2027, is set to break new ground as it may venture beyond the traditional three territories of the men's tour. The inaugural women's tour is poised to play opening Tests against the Black Ferns in locations like Hong Kong and Singapore, marking a significant departure from the past.
The women's tour, initially planned for two years from now, could face logistical challenges due to frequent travel and uprooting every three days. However, the potential benefits are substantial, with the tour offering opportunities to attract more fans and generate revenue.
One of the key potential changes is the choice of New Zealand as the host country. This decision capitalises on the strong rugby culture and fan base in New Zealand, aiming to maximise attendance and interest. The tour will involve three Test matches against the Black Ferns, plus pre-Test fixtures in New Zealand.
The tour is supported by partners such as Royal London and Howden Insurance, which not only fund the tour but also invest in grassroots and elite player development across the UK and Ireland. This long-term investment aims to grow the women’s game both commercially and in participation, thus building a sustainable fan base and revenue streams.
With the historic nature of the tour, there is potential to engage new audiences, including families, youth, and international viewers, through special events, media coverage, and community outreach. A dedicated title partner and focused marketing efforts aim to elevate the profile of the women’s Lions brand and create lasting moments for fans.
Unlike the men’s established three-territory cycle, the women’s tours can explore novel itineraries or include fixtures against other prominent rugby nations. While no official confirmation beyond New Zealand has been announced yet, the possibility of visiting countries where women’s rugby is thriving, such as France, could be on the table.
The Lions as a whole see this tour as a significant commercial opportunity, with two tours and activating partnerships every two years instead of four, potentially leading to increased revenue for one of sport's most valuable brands. The tour is not intended to replicate the commercial success of the men's Lions tour in New South Wales.
The success of the Red Roses in the Women's Rugby World Cup, currently taking place in England, could lead to increased viewership and interest in women's rugby, which could in turn attract more sponsors and revenue. If England wins the World Cup, it could provide a good opportunity to promote the Lions Women's tour and attract more sign-ups.
If both the Lionesses and the Red Roses win their respective major international tournaments this year, it would be an unprecedented achievement for women's rugby in the UK and Ireland. The Lions Women's tour could benefit from the increased attention and interest generated by these victories.
In conclusion, the British and Irish Lions Women's tour is set to chart a new course for women's rugby, with a focus on attracting more fans and generating revenue through a combination of strong local engagement, innovative marketing, and grassroots development programs. The success of the tour will undoubtedly have a significant impact on the growth and development of women's rugby in the UK and Ireland.
For more updates on the Lions Women's tour, follow Ollie Phillips, former England Sevens Captain and founder of Optimist Performance, on Twitter and LinkedIn under the handle @OlliePhillips11.
[1] British and Irish Lions official website: https://www.lionsrugby.com/ [2] World Rugby official website: https://www.worldrugby.org/ [3] Sport Industry Group: https://www.sportindustry.biz/ [4] Women in Sport: https://www.womeninsport.org/
- The British and Irish Lions Women's tour, set to take place in 2027, intends to expand beyond the traditional territories of the men's tour, potentially venturing into Asian countries like Hong Kong and Singapore.
- The tour partners, such as Royal London and Howden Insurance, are not only funding the event but also investing in player development and grassroots rugby, aiming to grow the women’s game commercially and in participation.
- The women's tour could explore novel itineraries, including visiting countries where women's rugby is thriving, like France, as the Lions seek to capitalize on commercial opportunities and increase revenue.
- The success of the women's rugby teams in major international tournaments, such as the Women's Rugby World Cup and the Six Nations Championship, could attract more fan interest and sponsorship, thereby benefiting the British and Irish Lions Women's tour.
