Mon to Fri 08h00 to 16h30 ( UTC +2)

Mon to Fri 08h00 to 16h30 ( UTC +2)

What are the British & Irish Lions’ official sponsors up to?

  1. Home
  2. /
  3. IPLive - welcome to our blog on IP commercialisation
  4. /
  5. What are the British & Irish Lions’ official sponsors up to?

Published Date: June 1, 2017

The British & Irish Lions tour one of the Southern Hemisphere rugby nations every four years, visiting South Africa, New Zealand or Australia once every 12 years. They first toured in 1888 and are one of the most iconic brands in rugby union.

The Lions Tour of New Zealand in 2017 consists of 10 games played between June 3 and July 8, including three Test matches against the world champions, the All Blacks. At IP Live we are interested in seeing how the official sponsors of the British & Irish Lions are making the most of their sponsorship investment.

Here are three campaigns that caught our eye:

1. Qantas and EY’s “Win with the Lions”

Qantas and EY’s “Win with the Lions” competition can be found at this link where entrants are required to download the official British & Lions app from the App Store, select your Lions team and strategy and play three rounds of simulated matches against Lions legends and an EY selected team.

The idea of winning return flights to New Zealand, accommodation and free tickets was enough to make me download the app, choose my team and take on Kenny Logan, Phil Vickery, Adam Jones and EY in the first round. Although I beat Logan the Scotsman and drew with Vickery and Jones, the analytical minds at EY trounced me. Before I take on the likes of Sir Ian McGeechan and Tim Horan I may watch tomorrow’s first match where the Lions take on the New Zealand Barbarians.

I now look forward to following the tour with my newly downloaded “Lions Official” application where I will get the latest updates and team announcements.

IP Live Rating:

The “fantasy rugby” game that EY has developed is addictive and as a group of auditors show both a geeky side and a passion for rugby. Although this is more good exposure for the Qantas, the official airline, EY are the winners with the fun game they created.


Photo from

2. Robert Walters’ “Ultimate Fan”

Robert Walters had a competition sending the Ultimate Fan on the rugby trip of a lifetime. The YouTube page describes the campaign as such:

Recruitment specialist Robert Walters set out to find the Ultimate Fan and to test his passion they set up a interview in front of rugby legends David Flatman, Richard Hill and Tom Shanklin. The results surprised everyone with Lions fan Stuart delivering the speech of his life!

IP Live Rating:

Not only is the video both hilarious and touching, it ties right back to the Robert Walters brand promise of being recruitment specialists. Similar to EY, Robert Walters are playing to their strengths here!


3. Standard Life Investments’ “Drone Kick”

“Do you have what it takes? Test your virtual kicking skills with our new Drone Kick game – inspired by our new ONE TEAM. ONE STANDARD advertising campaign showcasing the superhuman power of teamwork.”

Standard Life Investments are driving their campaign around a game, Drone Kick, where you kick the ball at drones to score points and win prizes. It was fun for a couple of rounds but any rugby related game is up against Jonah Lomu Rugby in my book, which – quite like its official ambassador – is matchless.

IP Live Rating:

We like the novel approach of developing a game relating to the sport/tour, but does the campaign tell you anything about the qualities or services Standard Life Investments offer?


Photo from

by Nic Rosslee

How can we help you?

We have offices in Pretoria, Johannesburg, Cape Town, and Durban, please contact your nearest office for any legal enquiry or assistance.