Fifty Digital will help create, develop, evolve and amplify the Lions’ brand on social and digital media, while delivering best-in-class content designed to reach, engage and inspire new audiences.
In practice, this means taking the Lions’ content to the next level of quality by delivering best-in-class social and digital content, outstanding creative driven by real-time insights to reach and engage audiences, as well as working with partners to leverage the Tour for global impact.
As part of this, Fifty Digital will design, deliver and activate content which will portray the Lions as the pinnacle of rugby, with a rich history and an exciting future. It will be unifying and respectful, but bold and brave to reflect the unique nature of the team.
The Lions aim to write another successful chapter into its celebrated history, by repeating the success of the 1997 Tour to South Africa and once again toppling the world champions on home soil. The Tour builds on the recent momentum generated by the 2013 success in Australia and the nail-biting drawn series with New Zealand in 2017.
As ever, the Tour is about much more than just the on-field action. Lions supporters, renowned for their passion and vocal support, are expected to travel in their tens of thousands to South Africa to create a ‘Sea of Red’ in grandstands and across host cities.
Shane Whelan, Director of Digital, Marketing and Communications, British & Irish Lions, said: “The upcoming tour is undoubtedly one of the most exciting in our history as we face the world champions. We want to make it the most engaged series ever and take our social and digital offering to the next level. The guys at Fifty Digital share our passion and understand our unique and storied history. This, combined with their proven expertise and excellence in this space, makes them the perfect partner for us.”
Nick Jackman, Co-Founder of Fifty Digital, said: “We’re incredibly excited and proud to be working with the Lions. They are a team which children grow up dreaming of representing and short of being a player, this is the next best thing! We cannot wait to get started and to help deliver the most engaged Lions tour in history, while helping this unique and priceless concept transcend sport to reach new audiences. After our work on the Rugby World Cup, we’re pleased to keep expanding in the rugby world.”
James Campbell, Co-Founder of Fifty Digital, said: “The British & Irish Lions are one of those iconic sporting institutions which are a bucket list item for players, coaches, staff and sports lovers. It’s truly the pinnacle of rugby, so we’re honoured and thrilled to be working with the Lions and know our team will deliver the most engaged Lions tour in history.”
