The British & Irish Lions in South Africa in 2021 are going to be a departure from how traditional tours operate, making it another first for 2 of the game’s greatest rivals. Rugby fans can book British and Irish Lions Tour Tickets on our website on exclusively discounted prices.

British & Irish Lions 2021 visit a departure from traditional tours
British & Irish Lions 2021 visit a departure from traditional tours

The Lions in South Africa is synonymous with firsts: The first-ever international Test series in rugby was the Lions against the Springboks in 1891. The Lions’ nickname was coined in South Africa in the 1924 visit. The first-ever drawn Test series was between the Lions and the Springboks in 1955, and the first-ever Lions team to go unbeaten on tour was in South Africa in 1974.

The first Lions professional tour was against the Springboks in 1997 and little separates the 2 teams in 46 Tests, with the Springboks winning 23, the Lions 17 and the remaining six matches drawn.

South African Rugby Union

The South African Rugby Union, through a Special Purpose Vehicle, registered because the South African Rugby Event Service (SARES), and therefore the British & Irish Lions (BIL), agreed on a partnership designed to form the 2021 Lions in South Africa the best spectator and supporter experience within the history of the Lions and also commercially the foremost successful for the South African Rugby Union and the Lions.

‘The 2023 Rugby World Cup bid outcome was a massive disappointment for us, as a nation and as one of the powerhouses of rugby,’ said South African Rugby Union president Mark Alexander. Rugby fans can book British and Irish Lions Tour Tickets on our website on exclusively discounted prices.

‘It was also a huge commercial blow. We had to regroup and make sure that British & Irish Lions in South Africa in 2021 spoke to everything we might have wanted to realize with the hosting of the 2023 Rugby World Cup.’

British & Irish Lions 2021 visit a departure from traditional tours
British & Irish Lions 2021 visit a departure from traditional tours

The South African Rugby Union subsequently invested in the expertise of the best sporting commercial brokers and some of the most experienced and astute minds in rugby. What followed was a billboard model that spoke to each international global professional sporting trend.

A joint venture with the Lions was agreed, with the Lions head coach Warren Gatland as much a part of the eight-event schedule structure, as the South African Rugby Union.

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