British & Irish Lions reveal new-look ahead of Australia tour
JERSEY LAUNCH: The British & Irish Lions unveiled their new jersey ahead of the 2025 tour to Australia.
The jersey has an updated design in a deeper shade of red with the classic jacquard pattern woven into the fabric – paying homage to the four unions that unite to form the iconic outfit.
England’s rose, Scotland’s thistle, Ireland’s shamrock and Wales’ feathers come together to represent the strength and legacy of the team.
Creating a bold yet classy look, the jersey features a grandad collar in direct response to online feedback from Lions fans during the brand’s trends, insights and analysis.
The new adult jersey is embedded with a Near Field Communication (NFC) tag which will allow fans to tap into an exclusive digital experience.
By scanning the connected tag located in the bottom right of the jersey, fans gain access to the Lions Clubhouse app—a hub for insider content, which also launches today and will be live throughout the Tour.
Through the app, fans can enjoy behind-the-scenes content, including player videos from the Tour, exclusive matchday moments and Q&As with squad members.
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This brand-new feature brings supporters closer than ever to the action, no matter where they are – and they will also gain access to a fan forum in the community section.
Accompanying the latest addition of the famous red jersey is a new range of British & Irish lifestyle apparel, with multiple collections available and more to be launced in the lead-up to the tour.
The kit will first be on display by the B&I Lions when Andy Farrell’s side will play a historic match against Argentina at Lansdowne Road on Friday, June 20 2025 before embarking on their tour of Australia.
The opening Test of the 2025 tour will take place on Saturday, July 19 in Brisbane at Lang Park, with the second Test taking place at the Melbourne Cricket Ground.
The third and final Test will take place in front of an expected crowd of 80,000 in Sydney at Stadium Australia on August 2.
In the lead-up and preparation for the first Test, the B&I Lions will face an invitational Australian and New Zealand team at the Adelaide Oval, while the tour will also include pre-Test fixtures in Perth, Brisbane, Sydney, Canberra and Melbourne.
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“We’re incredibly proud and excited to unveil the new Lions jersey today [Wednesday],” said British & Irish Lions CEO Ben Calveley.
“The famous red jersey is a crucial part of the Lions DNA, and I have no doubt that the players and our supporters all around the world will enjoy wearing this jersey as well as the wider Lions lifestyle apparel.
“Our amazing fans are a core part of what makes a great Lions Tour, they were dearly missed in South Africa in 2021, but we will now be more connected with them than ever before thanks to this innovative new design and exciting digital experience.
“We look forward to seeing this jersey form the iconic Sea of Red next year across Australia, in Dublin, and in homes and clubs all over the UK and Ireland.” Calveley added.
“Excitement is really starting to build for next year and this jersey launch is only going to add to it,” said 2025 B&I Lions head coach Andy Farrell.
“That goes for me, all rugby fans, and all those who are playing for places on that touring squad.
“I know how special the Lions jersey is to the players who are lucky enough to put it on and add to the years of history and prestige which it carries.
“It also holds a special place for the Lions fans around the world who can connect with us and be a part of our team by supporting us in that same red jersey.
“I’m sure they are going to love this new design and I look forward to witnessing the power of the Sea of Red in Australia once again.” Farrell added.
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