World Rugby Collaborates with British and Irish Lions to Enhance Digital Engagement via RugbyPass App

In a significant move to elevate fan engagement, World Rugby has entered a strategic collaboration with the British and Irish Lions, establishing the RugbyPass App as the designated hub for The Qatar Airways British and Irish Lions Tour to Australia in 2025. Announced on June 11, 2025, this partnership aims to create a comprehensive digital experience for rugby enthusiasts worldwide, blending technology, content creation, and audience engagement.

The RugbyPass App, now live, promises to be a one-stop destination for fans, providing access to news, match statistics, and exclusive video content. This initiative leverages World Rugby’s advanced technology and editorial expertise to enhance the overall fan experience. According to Alan Gilpin, Chief Executive of World Rugby, "This exciting collaboration represents a bold step in the way we grow the sport’s audience share together with stakeholders."

The partnership also emphasizes co-creation of original programming and behind-the-scenes content through Lions Productions in collaboration with World Rugby Studios. Ben Calveley, CEO of the British and Irish Lions, highlighted the importance of this collaboration, noting, "On our own Lions channels, we had more than 100 million video views in 2024. By joining forces with World Rugby and the RugbyPass App, we can drive more interest and create more fandom throughout the game."

Historically, the British and Irish Lions have been a pivotal force in international rugby, uniting players from England, Ireland, Scotland, and Wales. Their tours are highly anticipated events, drawing significant attention from rugby fans around the globe. The upcoming tour to Australia in 2025 is expected to be particularly notable, with both organizations aiming to capitalize on the growing global interest in rugby.

The RugbyPass App’s features include a match center, real-time updates, and social media integration, enhancing the way fans interact with the game. The strategic collaboration aligns with World Rugby’s broader digital growth strategy, particularly as the organization prepares for the men’s Rugby World Cup in 2027 and the women’s Rugby World Cup in 2029.

The RugbyPass App is available for download on both the Google Play Store and the Apple App Store, marking a significant step in making rugby more accessible to fans. This partnership not only aims to enrich the viewing experience during the Lions tour but also sets the stage for a decade of growth and engagement in rugby, particularly in Australia, where the sport is enjoying a resurgence.

As the digital landscape continues to evolve, this collaboration may serve as a blueprint for future engagements in sports, blending traditional elements of fan interaction with innovative technological solutions. With the rugby world eagerly anticipating the Lions’ upcoming tour, the impact of this strategic alliance will likely be felt long after the final whistle blows in Australia in 2025.