As the British & Irish Lions gear up for their opening warm-up clash against Argentina’s Los Pumas today (June 20), it’s not just preparation on the field that’s taking centre stage. Off the field, the Lions are taking bold steps to reshape how rugby engages with younger audiences — with TikTok as the primary engine.
In a strategic collaboration with TikTok, the Lions are building an immersive, behind-the-scenes content campaign under the hashtag #Lions2025. The partnership spans the warm-up fixtures and the high-stakes three-Test series against Australia, with exclusive access being granted to fans globally.
Rugby Meets Gen Z
Every four years, the Lions unite the top talent from England, Ireland, Scotland, and Wales to take on the Southern Hemisphere’s best. But while the legacy and tribal passion around the tour is unquestioned, its ability to capture the next generation of fans has become a critical challenge.
TikTok creators Andrew Nolan (aka The Rugby Nause) and Jim Flano will be embedded with the squad, offering fresh, humanised content that peels back the curtain on players’ lives. This includes everything from locker-room energy to cultural immersion and game-day rituals.
As Shane Whelan, Director of Digital, Marketing & Communications for the Lions, puts it:
“We are incredibly excited to partner with TikTok for the Qatar Airways Lions Men’s Tour to Australia 2025. This is our most ambitious social and content strategy ever — TikTok is a priority platform as we aim to reach more fans than ever before.”
With over 25% of TikTok users under the age of 20, the platform’s demographic aligns perfectly with rugby’s ambitions to future-proof its fanbase. And in an era where traditional broadcast audiences are ageing, short-form video and creator-led storytelling is not just complementary — it’s essential.
A Strategic Shift for Rugby’s Growth Model
The Lions’ move is part of a growing wave of digital-first strategies sweeping across traditional sports:
- Relevance over reach: Instead of relying solely on legacy platforms like TV, the Lions are building digital-first experiences that meet Gen Z where they already are.
- Creators as cultural translators: TikTok influencers bridge the gap between hardcore rugby culture and newer audiences unfamiliar with the game’s traditions.
- Narrative-driven fandom: Younger audiences care as much about who players are as what they do. The Lions are leveraging this insight to build emotional engagement before fans even see a try scored.
This play is not just about content. It’s about rebuilding rugby’s cultural pipeline — one video, one story, one scroll at a time.
What Rights Holders Can Learn?
At 365247 Consultancy, we help sports properties tap into emerging audiences through layered brand, content, and platform strategies. Here’s what every rights holder should take from the Lions’ TikTok activation:
Start early, build in public – Engage fans before the tournament begins, not just during it.
Empower creators, don’t just hire them – Bring them into your ecosystem with access and autonomy.
Treat content as product – Build dedicated content verticals with the same rigour you’d apply to ticketing, merchandise, or media rights.
If you’re a sports property, league, or sponsor looking to unlock youth engagement and digital scale, we’re here to help. From TikTok playbooks to end-to-end digital campaign strategy — we build what today’s fans want.
Reach out to us to explore how your brand can win the next generation. Schedule your introductory call here.
Join the 365247 Community here.
IMAGE: Getty Images
