Ensuring Harmony for Lions Women's Tour: Coordinating Red Roses with Footballers for Maximum Success
The British & Irish Lions Women's tour, scheduled for 2027 in New Zealand, promises to be a historic event for women's rugby[1][2]. This milestone tour aims to inspire young female players, expand opportunities, and strengthen the sport's growth and inclusivity.
The tour, though details of the route and schedule are yet to be announced, is likely to mirror the men's tours by featuring a mix of provincial and test matches in key rugby regions of New Zealand[2]. This approach offers competitive preparation and rich engagement with local fans, benefiting player development and public interest.
Commercially, the inaugural women’s tour presents fresh sponsorship and marketing opportunities by tapping into a growing market for women's sport, appealing to brands committed to diversity and inclusion[1]. It also allows the Lions brand to broaden its audience and create new revenue streams through ticket sales, broadcasting, merchandise, and digital content focused on the women's game.
However, challenges lie ahead. Scheduling conflicts with established women's rugby competitions require careful planning to optimise player availability and minimise disruption. The route choice may also face logistical issues, balancing player welfare with commercial and fan engagement goals[1][2]. Building equivalent commercial value and media coverage to the men's tours will be a challenge initially, demanding strategic promotion and partnership efforts.
The success of the men's Lions tour has shown the commercial potential of the Lions brand[3]. If the Lionesses and the Red Roses win their respective major international tournaments this year, the commercial opportunities would be unprecedented[4]. The Red Roses' success in the Women's Rugby World Cup, taking place in England this month, could attract more sponsors and viewers to the Lions Women's tour[5].
The Lions Women's tour could potentially deviate from the traditional playbook to attract more fans and generate more revenue[6]. This could include expanding to include matches outside of the same three territories the men visit on rotation, and potentially featuring matches in France and countries where women's rugby is thriving[7].
The potential benefits of the tour are significant. It could provide a platform for promoting the upcoming British and Irish Lions Women's tour scheduled for two years from now[8]. Moreover, if successful, the Lions Women's tour could provide a significant commercial opportunity for the Lions as a whole[9].
Former England Sevens Captain Ollie Phillips, the founder of Optimist Performance, experts in leadership development, behavioural change, and executive coaching support, is closely following the developments[10]. He believes that the Lions Women's tour could be a game-changer for women's rugby, attracting more fans and creating historic moments that will inspire future generations.
However, the logistics of frequent travel during the Lions Women's tour could pose a significant challenge[11]. The Lions community may not travel en masse to watch the women's tour in 2027. Winning the World Cup could provide a great opportunity to promote the Lions Women's tour and attract more sign-ups[12].
In conclusion, the first British & Irish Lions Women’s tour represents a significant opportunity to advance women's rugby through a landmark event. However, success will depend on thoughtful route planning, schedule coordination, and commercial strategy to maximise both sporting impact and business potential.
[1] The Telegraph [2] Rugby World [3] BBC Sport [4] The Guardian [5] The Rugby Paper [6] The Times [7] The Irish Times [8] The Scotsman [9] The Mirror [10] Optimist Performance [11] The Independent [12] The i
- The historic British & Irish Lions Women's tour in 2027, scheduled for New Zealand, will not only inspire young female players but also offer fresh sponsorship opportunities in the growing market for women's sports.
- The upcoming Lions Women's tour promises to be a game-changer for women's rugby, potentially attracting more fans by featuring matches outside of traditional rugby territories.
- The Lions Women's tour presents an opportunity for the brand to broaden its audience, create new revenue streams, and build equivalent commercial value and media coverage to the men's tours.
- The success of the Red Roses in the Women's Rugby World Cup taking place in England this month could attract more sponsors and viewers to the Lions Women's tour in 2027.
- The planning of the Lions Women's tour route and schedule must be handled with care to optimize player availability, minimize disruption, and balance player welfare with commercial and fan engagement goals.
