The British & Irish Lions
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.
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.
Followers gained
Social followers grew by 1,093,200 since the 2021 Tour.
665 million total impressions during the 2025 Tour period alone.
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.
Video Views
Over 1 billion video views across social platforms since the 2021 Tour.
"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"
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.
