Lions brand has become a huge cash generator since first tour

For the financial viability of the international game in particular, there is far more riding on a competitive Lions series than many appreciate, writes Donal Lenihan.

It remains one of the biggest challenges facing a Lions tour party — applying old world values to a modern professional outfit.

To win a series, 41 players and the extended coaching and management group have to gel quickly and, most importantly, recognise that, individually, they are part of something far bigger than themselves.