
- Sky Sports has broadcast the Lions since 1997
- Broadcaster will air all nine games from 2025 tour to Australia
- Sky has ditched several major rugby competitions in past decade
Sky Sports says the brand power of the British & Irish Lions coupled with impressive viewing figures are the reason it continues to broadcast the quadrennial rugby union tour, despite downsizing its coverage of the sport in recent years.
The Lions are one of rugby union’s most valued traditions, with a team comprising English, Irish, Scottish and Welsh players touring Australia, New Zealand or South Africa every four years.
Sky Sports has been the UK broadcaster for the past seven Lions tours, starting with South Africa in 1997. It will reprise its role for this summer’s tour of Australia, broadcasting all three test matches against the Wallabies, as well as six warm-up games against local and invitational sides.
The tour will be a flagship event on Sky’s summer schedule despite the broadcaster largely retreating from rugby union in the past decade, having previously shown England’s Premiership Rugby, the European Champions Cup and England international fixtures.
The tour will be a flagship event on Sky’s summer schedule despite the broadcaster largely retreating from rugby union in the past decade, having previously shown England’s Premiership Rugby, the European Champions Cup and England international fixtures.
Steve Smith, executive director of content at Sky Sports, said during SportsPro Live at London’s Kia Oval that the Lions remain an ideal fit for its portfolio because their games are capable of attracting viewers from across the sporting spectrum at a time when the English soccer season has concluded.
“The Lions are a huge brand and the commercial opportunity works,” Smith said. “We see an opportunity with subscribers and viewers because the audiences we get in June and July with the Lions are very, very good.
“We can take [the Lions] to our wider sport ecosystem. Just look at the final round of this year’s Masters when we had our biggest ever day on Sky Sports in 35 years. We have the digital and linear channels to build the brand of the Lions.”
Smith was speaking alongside Lions chief executive Ben Calveley, who has no reservations about continuing to partner with Sky despite its interest in rugby now limited to southern hemisphere competitions. He stressed that the broadcaster has the reach and production capabilities to maximise the sporting and commercial impact of Lions tours.
“I don’t think you can overstate the importance of our relationship with Sky,” Calveley said. “The Lions is about selecting the best players, and we want our partners to have a similar mindset. The production values, quality of talent, effort and resource that [Sky] put into the Lions is hugely significant.
“Going away on a Lions tour is about going away to these amazing countries, surrounded by tens of thousands of fans. But just one per cent of our fanbase will ever go on a Lions tour, so it’s crucial we have ways to tell the story to all the people around the world that follow us or might be interested in us.
“Sky Sports have been a huge part of helping us tell that story. I don’t think we’d be the brand we are now without the strength of that relationship over the past 30 years.”
One of the priorities for the Lions has been to extend the window of interest in its tours, which take place every four years in the summer. It has made coach announcements and jersey reveals major events, and this year, for the first time, it will announce its squad at a live event at London’s O2 arena.
“The level of engagement we get for our squad reveals has been off the charts – it’s the same as it would be for the first test,” said Calveley. “Our view was that we must be able to make something of this – we’ve seen National Football League (NFL) Drafts and Formula One have done something similar. Sky will be there to help us tell the story.”
Calveley believes the introduction of a women’s Lions tour from 2027 is one of the “most significant changes in our 137-year history” that ensures the organisation will operate on a two-year cycle.
Sky’s contract does not include the inaugural tour of New Zealand and, with the Lions unbundling some of the women’s commercial rights from those of the men, it may decide an alternative approach is needed with broadcasting. For example, it may be that free-to-air (FTA) coverage needs to be a core component of any tender.
However, Sky, fresh from publishing its most recent study on the value of women’s sport to broadcasters, would be interested depending on how the deal would be structured.
“I believe [the women’s tour] was announced after we signed our contract,” Smith explained. “We’ve done some research that shows many fans love watching both men’s and women’s sport, that they like the distinct difference between men’s and women’s sport as well as the commonality between them.
“So that’s how we’ll be thinking about it.”
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