Lions Announce Landmark Player Profit Share Agreement For 2025 Tour

The British & Irish Lions has today announced details of a new player agreement which will see players selected for the 2025 tour to Australia benefit from a profit share model for the first time.

The 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 players.

In addition to the new financial model, the agreement will also result in increased collaboration between the British & Irish Lions and the players, particularly around scheduling and preparation.

Working together, they will create the optimum schedule to give the players the best chance to prepare for a successful tour.

For 2025, this will include a training camp and the pre-tour Lions 1888 Cup match in Dublin 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.

Ben Calveley, British & Irish Lions CEO, said: “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.

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, commented: “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.”

Simon Keogh, Rugby Players Ireland CEO, stated: “Players are central to the ongoing success of the British & Irish Lions tours, and we are delighted that their views – including those of Lions heroes of the past – have been heard throughout this process.

“I’d like to thank the British & Irish Lions for their honesty, transparency, and genuine consideration of the players’ voice.

“As a result, I believe that we have reached an agreement that is both fair and reflective of the strong collaboration between all stakeholders in rugby.”

Jamie George, England Men’s team representative, said: “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.”

Peter O’Mahony, Ireland Men’s team representative, commented: “This agreement recognises the role players play across the Lions tour, both on and off the field. It’s great to see a commitment to ensuring everyone benefits from the success of each tour.”

Finn Russell, Scotland Men’s team representative, stated: “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.”

Jac Morgan, Wales Men’s team representative, added: “Being part of these discussions on behalf of players across the four countries has been a privilege.

“As a proud team player and international, I understand the importance of bringing people together. I think this agreement is therefore a great reflection of what the Lions really stands for.”