Lions announce joint commercial venture with South African Rugby for 2021 Tour

The most visible manifestation for supporters will be a new approach to the popular tour documentary

It's a model used with the same agency on the 2017 Tour to New Zealand, though that was a non-exclusive venture. Photo by Stephen McCarthy/Sportsfile

The British & Irish Lions and SA Rugby have announced the creation of a joint venture for the 2021 Tour to South Africa, the first time the tourists have entered into an extensive commercial collaboration with their hosts.

Described as a “ground-breaking, new model” when announced on Friday, the venture’s stated aim is “to maximise the Tour’s appeal by bringing together two of the biggest brands in world rugby to work in a more collaborative way”.