Lions Tour Could Spark Rugby’s Revival — If the Game Rides the Wave

As rugby battles growing financial challenges at club level, the 2025 British & Irish Lions Tour represents a marketing and commercial opportunity on par with the FIFA World Cup — but only if the sport seizes the moment.

According to sports finance expert Dr. Rob Wilson, the upcoming Lions series is not just a cherished tradition; it’s a rare global activation window that could give the sport the financial boost it desperately needs.

“The British & Irish Lions tour is massive for rugby. It’s what the Barbarians used to be back in the 80s,” said Wilson.

“The team naturally attracts additional spectators and you have that opportunity then to bring a hemisphere together… you’re talking about the European Championships or FIFA World Cup sort of window of opportunity where you can really push and activate.”

Wilson emphasized that the Lions brand is highly activatable across the home nations — England, Ireland, Scotland, and Wales — at a time when professional rugby faces financial instability, particularly in England, Wales, and Scotland.

“It’s actually really important for rugby right now because they’ve got financial problems in the club game,” Wilson explained.

“The opportunity for Northern Hemisphere rugby to ride on the wave of the Lions Tour is hugely important. Rugby needs a bit of a financial boost and a bit more cost control.”

If the Lions perform well on the 2025 Tour, Wilson believes it could help unlock new sponsorships and commercial deals — easing financial pressures on leagues like the English Premiership.

(For the best platforms to bet on rugby throughout the Lions Tour, check out this guide: Best Bookmakers for Rugby Betting – OLBG.)

Will Marketable Players Be Favoured?

One major talking point before any Lions tour is whether commercial considerations might influence player selection.

But Wilson insists that rugby’s culture remains firmly coach-driven and merit-based.

“In rugby it’s much more about the coach and what the coach expects,” said Wilson.

“There’s been quite a lot of backlash when it’s perceived that a coach is being pressured to pick a superstar player for marketing reasons.

“The noise around those players has been very unpalatable for the player, the coach, and the fans. You’ll see a coach pick what he considers to be the best 15, not the most marketable. It’s not like the Barbarians where you get a few celebrities in there.”

As rugby looks to strengthen its foundations, the Lions Tour could offer more than thrilling clashes — it might offer the sport a crucial lifeline.