British & Irish Lions choose IMG to expand global commercial success 

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Global sports firm IMG has landed a partnership with The British & Irish Lions as the team’s worldwide licensing agency until 2027. 

IMG is set to launch a wide range of licensed products for fans of all ages such as fan merchandise, fashion apparel and sporting accessories – just in time for the rugby union team’s anticipated 2025 Australian Tour, where the Lions pick key players from England, Ireland, Scotland and Wales to face against the best in the southern hemisphere.

Mickael Andreo, Vice President of Licensing at IMG, commented: “With more than a century of history and tradition and high resonance across the globe, The British & Irish Lions is one of the strongest brands in sports. 

“The fans are at the core of the team’s legacy, making every tour memorable in its own way. We are honoured to work with The British & Irish Lions to help capture the imagination of a new generation of rugby and broader sports fans and ensure that the 2025 Tour is the most iconic one yet.”

Additionally, IMG will also provide support for a potential inaugural Lions Women’s Tour after a feasibility study unveiled positive findings in terms of the commercial success of such a venture. 

Tom Halsey, Commercial Director at The British & Irish Lions, added this on the collaboration: “We are delighted to be partnering with IMG in what is an exciting period for the organisation as we build towards the eagerly anticipated 2025 Tour to Australia and beyond.

“The British & Irish Lions brand and organisation has never been stronger with a growing global fan base, a strong level of engagement through our various digital platforms, and a range of commercial partners comprising some of the biggest brands and organisations in the world.

“This partnership comes at a critical time as our preparation for the 2025 Tour continues to ramp up and underlines our long-term strategic ambition, which is to be the most successful and admired sporting brand. To achieve this, we need to be working alongside the very best agencies and IMG fall into that category. 

“Partnering with IMG will allow us to grow The British & Irish Lions brand further by helping us to connect with fans on a broader scale, providing them with high-quality Lions merchandise and experiences.”

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