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The Lions kick off the tour with a fan perspective
PICK OF THE PRIDE ROVING FOR FANS
The British & Irish Lions have brought
entertainment to fans worldwide for the past
129 years, and for the first time the brand
will be used to have a real impact on
grassroots rugby in the UK and Ireland.
Selecting four ambassadors, one from each
home nation, to travel to New Zealand to
understand the challenges facing youth rugby,
and bring back their learning to share with
their own clubs, and clubs in their region. Land Rover and Warren Gatland were on the
hunt for fans who embody the values of the
great game, and rewarding them with a trip to
New Zealand. Touring various clubs with Lions
legends like Brian O’Driscoll, Martin Johnson,
Gavin Hastings, and Sir Gareth Edwards, Land
Rover are reinforced the heritage of the brands
association with rugby and the Lions, and
rewarded commitment to grassroots
development.
BRINGING BRITISH BACK TO NZ THE TEAM, BEHIND THE TEAM
AIG released a series of “behind the scenes”
ads with the All Blacks and NZ TV show
“The Crowd Goes Wild” to see if they could
beat the Lions at their own game… That’s
making the perfect cup of tea, and speaking
Welsh. They clearly showed they rule the
field in the first test, but take a look at how
well they fare with a teapot instead of a
rugby ball. We are all used to following the biggest
sporting events all over the globe, and the
British and Irish Lions tour is no exception.
What isn’t common is following the team,
behind the team. QBE, sponsors of the Lions
tour, are releasing episodes that follow the
staff that make the team tick, from operations,
to medical, to management. A clear metaphor
for their own business, and an insight for fans
into the team they so closely follow.
FAN RECRUITMENT TAKING THE LIONS ON THE ROAD
Robert Walters announced their sponsorship
of the Lions tour to New Zealand in October,
and have showcased their sponsorship by
recruiting The Ultimate Lions fan before
travelling to New Zealand. Potential
candidates were first interviewed by three
ex-rugby players. What ensued can only be
described as a number of strong interviews,
eventually leading to one lucky person
crowned the Ultimate Lions Fan Standard Life Investments have created a
“Fan Van”, in collaboration with Sky Media
and Sky Sports. The “Quinnebago”, driven by
former Lion Scott Quinnell around New
Zealand, travels around and gives fans back
home a small glimpse into what life is like
on the road during a Lions tour. Vanpool
Karaoke to touring sights, the van has
current pros, and some Lions Legends, all
sharing daily updates back to the UK.