The British & Irish Lions are considering a significant shift in their touring model. They are exploring new destinations like France and Japan. Rian Oberholzer, CEO of SA Rugby, stated, “It would be ‘tragic’ if the Lions didn’t tour South Africa on their usual 12-year rotation.” This highlights the tension between tradition and expansion.
The Lions have operated on a four-year rotation between Australia, New Zealand, and South Africa for over three decades. The last tour to South Africa in 2021 occurred behind closed doors due to the pandemic. This resulted in minimal financial gain for the host country.
John Beattie echoed Oberholzer’s sentiments. He said, “It would be very, very sad” if the Lions lost their South African tours. Yet, he also sees potential in new markets. He remarked, “If you can get the best of Britain to tour Japan, the stadiums will sell out and their pockets will be full of money.” This suggests a lucrative opportunity for rugby.
The next scheduled Lions tour is to New Zealand in 2029 under the current agreement with SANZAAR. However, discussions about expanding to new markets have intensified after the profitable 2025 tour to Australia.
The Lions are currently seeking consultancy firms to validate their new operating model for future tours. The existing host nations rely heavily on the financial boost from these tours, making changes potentially controversial.
John Peter Rhys Williams, a celebrated player from the 1970s, passed away at age 74. He was part of the British and Irish Lions team that won the only Test series against the All Blacks in 1971. His legacy continues to resonate within rugby circles.
As the Lions explore these new destinations, they must balance tradition with innovation. The rugby world watches closely as they navigate this pivotal moment.
