Sport for Business in Conversation with Ben Calveley

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This week's episode of the Sport for Business Podcast focuses on the historic upcoming test match between the British and Irish Lions and Argentina, taking place June 20th at the Aviva Stadium in Dublin—the first time the Lions will play a full test match on Irish soil.

Key Highlights:

Cultural & Historical Significance:The British and Irish Lions hold a unique place in rugby, steeped in tradition yet evolving into a modern, commercially savvy enterprise.The Lions brand continues to resonate deeply with fans, particularly in Ireland, where debates over player selection are a passionate talking point.Reflections on the 2021 South Africa Tour:Played in the midst of the pandemic, the tour was marked by strict bubbles, no fans, and social unrest in South Africa.The "Secret Sauce" of the Lions:A unique mix of elite performance, rival players uniting, camaraderie, and deep emotional connection.The Lions defy modern sports marketing trends by maintaining relevance with a quadrennial schedule and a sense of community in an increasingly polarized world.Commercial Strategy:Instead of selling sponsorship tiers, the Lions focus on aligning with partners' goals—offering everything from hospitality to fan engagement via digital platforms.Building long-term partner relationships rather than one-off promotional deals.Andy Farrell as Head Coach:Chosen for his leadership qualities and ability to unify players quickly. He’s known for focus, discipline, and making "the main thing the main thing."Dublin Test Match Logistics:Coordinated calendar adjustments across rugby unions made it possible.The match will help fans who can’t travel see the Lions live, offer commercial benefits, and serve as a critical pre-tour performance fixture.Roadmap to the 2025 Tour:Key milestones include announcing assistant coaches, selecting the squad, and gradually building public engagement.The Lions aim to keep momentum going across a full two-year lead-up to the tour.

Overall, the episode offers a mix of nostalgia, strategic insight, and excitement for the Lions' future—blending tradition with modern sports business savvy.

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Sport for Business in Conversation with Ben Calveley

Sport for Business

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