British & Irish Lions announce ‘landmark’ agreement for Australia tour as players ‘recognised for their efforts’
The British & Irish Lions has confirmed details of a new player agreement which will see those selected for the 2025 tour benefit from a profit share model.
The ‘landmark’ agreement will see the creation of a new partnership model whereby a portion of distributable post-tour profits will be made available for sharing between the players.
In addition to this, the agreement will also result in increased collaboration between the British & Irish Lions and the players, particularly around scheduling and preparation.
Profit share model
“Working together, they will create the optimum schedule to give the players the best chance to prepare for a successful tour,” read a Lions statement.
“For 2025, this will include a training camp and the pre-tour Lions 1888 Cup match in June, following a squad announcement day and a player administration day to induct players into the Lions squad. Players will also engage in a debrief session after the tour to review all aspects of it in detail.
“Alongside on-the-pitch-preparation, the new agreement will see the British & Irish Lions support players off the pitch through a range of activity and initiatives. Each Lions player will be provided with personally tailored high-quality digital content daily during the tour and will also be provided with content post-tour for use on their own personal social media channels.”
The profit share model – the first of its kind for the famous touring side – has been hailed as a “landmark agreement” by British & Irish Lions CEO Ben Calveley.
“We know that players love playing for the Lions, and it is the pinnacle of their professional careers, and this landmark agreement highlights how they are at the centre of our thinking,” he said.
“I would like to thank Simon Keogh of Rugby Players Ireland who acted on behalf of all the Unions from a player representative perspective and was integral in bringing all of this together. I would also like to thank our Unions who each played a key role in the development of this agreement which crucially reflects the value we place on our players.
“This announcement reflects the Lions integral role within an aligned professional rugby ecosystem and follows the announcement of our strategic partnership with Premiership Rugby and United Rugby Championship, and the joint venture with Rugby Australia for next year’s tour.”
Ieuan Evans, British & Irish Lions Chair, said: “This is a significant development for the players who are integral to the success of every Lions tour, and it is right that their efforts on and off the pitch are recognised.
“With less than nine months to go until the first Test in Australia, anticipation is building, and we are committed to creating the very best environment for our players both on and off the pitch, supporting them all the way and ensuring they have an amazing Lions experience.
“I am delighted that we have reached this agreement with the players and want to thank everyone for their efforts in making it happen.”
Players delighted
Monday’s news was warmly greeted by key players from the four nations as Jamie George, Peter O’Mahony, Finn Russell and Jac Morgan all welcomed the agreement.
“Being selected as a Lion is considered by many players to be the pinnacle of their career. Wearing the jersey brings with it a unique duty, not only to perform on the day, but to uphold a legacy for the generations of Lions to come. To have the players’ voice heard and valued in shaping the team’s future is a very welcome development,” said George.
Russell added: “The Lions have built a great legacy that goes beyond the game itself. The players have always been at the heart of it and it’s only right that we create an environment where players are recognised for their efforts.”