The British & Irish Lions is proud to announce its partnership with TikTok to help rugby’s most iconic team more accessible than ever.
Together, TikTok and the Lions are building rugby content for fans all around the world.
The collaboration will see TikTok and the Lions work together to celebrate the unique nature of the team—bringing together the very best players from England, Ireland, Scotland and Wales—through exclusive content, creator storytelling, and behind-the-scenes access throughout the tour shared via #Lions2025.
To kick things off, a group of TikTok creators from Ireland and the UK will join the Lions for their opening match at Dublin’s Aviva Stadium—the first time a Lions match has been hosted in Ireland.
These creators, including fan-favourites like Andrew Nolan aka, The Rugby Nause and Jim Flano, will offer an inside look at the tour from a fresh perspective, and help to bring the experience to life for fans.
With the Women’s Rugby World Cup just around the corner in August, this collaboration also marks a pivotal moment to grow the game by spotlighting diverse voices and reaching broader audiences across the UK, Ireland, and beyond.
Shane Whelan, Director of Digital, Marketing & Communications at The British & Irish Lions, said: “We are incredibly excited to partner with TikTok for the upcoming Qatar Airways Lions Men’s Tour to Australia 2025. Both on and off the pitch we have big ambitions and TikTok is a priority platform for us as we look to reach more fans than ever before. This partnership forms an integral part of our most-ambitious ever social and content plan for a Lions Tour, so we can’t wait to get things started in Dublin for what promises to be an historic match for the Lions before we fly down under to Australia.”
Rebecca O’Keeffe, Head of Content Operations at TikTok Ireland said: “This partnership is all about making The British & Irish Lions and rugby even more accessible. Whether it’s breaking down the rules for first-time viewers or capturing the emotional highs of the Lions matches, TikTok creators will showcase the Tour through content that educates, entertains, and inspires. Stay tuned on TikTok for exclusive Lions content from the #Lions2025 Tour and join us as we bring fans closer to one of rugby’s most iconic teams—wherever they are in the world.”
