Azzuu case study

The British & Irish Lions

Two rugby players wearing red Lions jerseys holding their collars, one with a serious expression and the other smiling.

Sport

Rugby Union

Country

United Kingdom

The British & Irish Lions represent one of the most prestigious brands in global sport, uniting players and fans from across nations for a truly unique rugby tradition. Over the past four years, Azzuu has been a strategic partner to the Lions, supporting their digital content operations from the conclusion of the 2021 tour through to the 2025 series. This collaboration has encompassed the use of the Azzuu platform alongside ongoing creative and design support, with the majority of campaign content produced through Azzuu Studio to ensure consistency, quality, and impact across all digital channels.

Rugby players in red jerseys huddled together celebrating in a locker room.

Rugby player Tadhg Beirne in red British and Irish Lions jersey smiling, with game score Wallabies 26, Lions 24, and 59 minutes mark.

Three rugby players in red Lions jerseys standing with fists on chest against a red background with match details for Suncorp Stadium, Brisbane at 11AM BST/IST.

Rugby player in a red jersey holding a ball and kneeling on a grass field with a scoreboard showing 19 to 24 at full time.

Man with a beard wearing a red sports jacket with a lions emblem on chest.

A lion mascot in a rugby jersey giving a thumbs up next to a trophy, with team player lists and portraits displayed on screens behind.

Portrait of Maro Itoje in red British & Irish Lions rugby jersey with framed photos of players behind and 2025 British & Irish Lions team list with forwards and backs on the right.

The British & Irish Lions

Our engagement with the British & Irish Lions evolved significantly over the course of the partnership. Initially focused on ad-hoc design and platform support, the relationship expanded year-on-year to provide comprehensive creative coverage across all digital activity in the latter stages of the tour cycle. By years three and four, Azzuu was fully integrated within the Lions’ content operation, delivering assets across social media, website, and email channels to support both campaign and matchday activity.

The scope of work included game day graphics, midweek content, video shorts, and A/B-tested thumbnails for the Ultimate Test series, alongside creative for competitions, promotional campaigns, and fan engagement experiences. A key strength of our approach was the seamless integration of our platform and design support, enabling the Lions to react at speed to live moments.

Nothing showcased this better than the squad announcement, where pre-prepared templates were combined with real-time creative production as selections were revealed on live stream, ensuring timely, high-quality content delivery across all channels.

Collage of 20 British & Irish Lions rugby forwards with headshots, names, and tour details for the 2025 Lions Tour.

Display of Lions Club rugby shirts with names of players on different colored shirts and a man in a red Lions Club jacket standing next to the display.

Two rugby players in red jerseys celebrating on the field with a large stadium crowd in the background.

Rugby player in red jersey and white shorts running with a Gilbert rugby ball during a match.

Collage of rugby players in red jerseys with 'TEST WEEK 1' text and stadium background featuring a Ferris wheel and a tall clock tower.

Match day poster showing British & Irish Lions rugby players in red jerseys with Melbourne's MCG stadium in the background.

Two rugby players in red jerseys celebrating with a trophy on a field, wearing medals around their necks.

Close-up of a sweating rugby player with a focused expression, next to text showing a countdown of 3 days to go for a Brisbane match on 19 July.

Collage of British & Irish Lions rugby players celebrating a series win on the left with text 'Series Win', and on the right, four players in red uniforms standing in front of Adelaide Oval with text 'Adelaide' and match details.

Followers gained

Social followers grew by 1,093,200 since the 2021 Tour.

Rugby players from opposing teams in red and yellow jerseys celebrating and regrouping on the field during a match.

Large white text displaying the number 665M on a black background.

665 million total impressions during the 2025 Tour period alone.

Three rugby players in red jerseys celebrating a 21-10 win for the Lions over the Waratahs at full time.

Four Lions rugby players Bundee Aki, Maro Itoje, Jac Morgan, and Finn Russell in red team uniforms with text 'WE GO BEYOND' above them.

Qatar Airways Lions rugby team lineup for 12.07.25 match at Adelaide Oval, listing starting players with their countries and replacements, featuring a player in a red jersey holding a rugby ball.

White number 527 with percent sign on black background.

Engagement rate was 527% during the Series - higher than Wimbledon, The Open, Tour de France, England Cricket and every other rugby organisation in the world.

Collage celebrating rugby player Maro Itoje's 100 test caps with three action images and fans in red shirts outside Suncorp Stadium at sunset.

Video Views

Over 1 billion video views across social platforms since the 2021 Tour.

Collage of British and Irish Lions rugby players in red jerseys with Melbourne cityscape and stadiums in background, promoting matches on July 22 at Marvel Stadium and July 26 at MCG Stadium.

Rugby player in red jersey shouting passionately during a match with blurred crowd background.

Top image: Rugby player in an orange jersey tackles a player in a red jersey holding a rugby ball; Bottom image: Rugby players in red jerseys celebrate on the field.

Jac Morgan in red rugby jersey with Lions emblem beside quote: 'It would be a massive honour and a very proud moment to be selected.'

Airport departure board showing World K.O times for cities including Vancouver, New York, Buenos Aires, London, Dublin, Paris, Rome, Cape Town, Jakarta, Tokyo, Sydney, Suva, and Auckland, with a stuffed lion on red luggage nearby.

Head of Digital

The British & Irish Lions

"The 2025 Lions Tour was the most successful ever on social and Azzuu were a fundamental part of that. From our major announcements before the Tour like naming the squad to day-to-day coverage during the Series, we couldn't have added 1 million new followers and had the most engaged channels in rugby without the support of Azzuu"

Left side shows a crowded stadium with text 'Record attendance for a Lions match 90,307'; right side features seven rugby players in red jerseys with 'Test Week III' text and a stadium below them.

Rugby player Owen Farrell standing on the field in Lions team attire with text announcing his 21st Lions appearance.

Rugby player in red jersey celebrating on grass field near players in orange jerseys during match.

Eight rugby players in red jerseys and white shorts posing, with text 'We Go Beyond' and Lions team logos on red background.

Promotional poster for rugby match Wallabies vs British & Irish Lions, third test at Accor Stadium Sydney, featuring nine players in red Lions jerseys against a stadium background.

Crowd of rugby fans in maroon jerseys cheering in stadium stands during a game.

Composite image showing British & Irish Lions rugby players from 2013 and 2025, alongside detailed 2025 tour results against teams like Western Force, NSW Waratahs, and Wallabies.

Composite image of British & Irish Lions rugby players in red jerseys with match details against Wallabies at Suncorp Stadium, Brisbane.

Collage of British and Irish Lions rugby players in red jerseys with large text 'THANK YOU' in the center and clock towers in the background.

Rugby player in a red British and Irish Lions jersey smiling on a stadium field with other players in the background.

Rugby player in a red jersey running with a rugby ball during a game.

British & Irish Lions

Thank you

We’re proud to provide our service to our clients and see the results first-hand. Their trust and collaboration allow us to push the creative and technical aspects of Azzuu, ultimately leading to quality results and engaged users.

Book a demo

Next Project

UCI

View case study