IMG to helm licensing push for The British & Irish Lions

British & Irish Lions has appointed IMG as its worldwide licensing agency in a multi-year deal through to 2027.

The partnership will see IMG develop a wide range of licensed products by the rugby union team’s rich legacy and identity. This will include fan merchandise, fashion and sporting accessories for all genders and ages.

“We are delighted to be partnering with IMG in what is an exciting period for the organisation as we build towards the eagerly anticipated 2025 Tour to Australia and beyond,” said Tom Halsey, Commercial Director at The British & Irish Lions.

“The British & Irish Lions brand and organisation has never been stronger with a growing global fan base, a strong level of engagement through our various digital platforms, and a range of commercial partners comprised of some of the biggest brands and organisations in the world.

“This partnership comes at a critical time as our preparation for the 2025 Tour continues to ramp up and underlines our long-term strategic ambition, which is to be the most successful and admired sporting brand. To achieve this, we need to be working alongside the very best agencies and IMG fall into that category. Partnering with IMG will allow us to grow The British & Irish Lions brand further by helping us to connect with fans on a broader scale providing them with high-quality Lions merchandise and experiences.”

Mickael Andreo, Vice President of Licensing at IMG, added: “With more than a century of history and tradition and high resonance across the globe, The British & Irish Lions is one of the strongest brands in sports. The fans are at the core of the team’s legacy, making every tour memorable in its own way. We are honoured to work with The British & Irish Lions to help capture the imagination of a new generation of rugby and broader sports fans and ensure that the 2025 Tour is the most iconic one yet.”