Post Event Analysis - British & Irish Lions Tour 2025

An analysis of the recent 2025 British & Irish Lions Tour, including a look at its sponsorship portfolio, broadcasters, attendance and ticketing.

The British and Irish Lions Tour 2025 secured significant media rights deals, including Australia's Nine broadcaster and BeIN Sports covering the MENA region.

Qatar Airways was the most valuable sponsor for the British and Irish Lions Tour 2025, securing title and official airline partner status.

Howden became the British & Irish Lions' largest team sponsor for 2025, while Cadbury leads Rugby Australia's sponsorship portfolio.

For the tour, a new profit-sharing model was introduced allowing players to directly receive a share of post-tour profits, with each player expected to earn around £100,000 ($133,183).

The 2025 British and Irish Lions tour to Australia achieved a total attendance of 504,867 across 10 matches, setting a record for the tour.

Ticket and travel packages for the tour were in extremely high demand, with official packages for traveling fans starting at £4,995 ($6,689) and full-tour options reaching up to £23,495 ($31,466).

Report Scope

• This report provides an overview of the recent 2025 British & Irish Lions Tour, including a look at its sponsorship portfolio, broadcasters, attendance and ticketing.

Reasons to Buy

• For those wanting an in-depth analysis of the 2025 British & Irish Lions Tour, in the sense of both business and popularity.