The British & Irish Lions Embrace TikTok for a New Wave of Rugby Fans
Lions British and Irish team collaborates with popular video-sharing app TikTok
Ready to shake things up, the venerable British and Irish Lions have decided to step into the realm of TikTok, teaming up with the global social media sensation. This partnership aims to grab the attention of a fresh crop of rugby enthusiasts.
The Lions have a solid presence on the Chinese-owned platform, boasting nearly 450,000 followers and amassing a spectacular 11.6 million likes on their content. The announcement of this year's Lions squad magnetized a massive audience of 1.7 million TikTok users.
Rebecca O'Keeffe, head of content operations at TikTok Ireland, shares her excitement: "This partnership is all about making rugby, particularly the Lions, even more accessible. We'll see the emotional peaks of the matches captured, broken-down rules for the new viewers, and content that educates, amuses, and inspires."
TikTok Creators to Capture the Rugby Spirit
Reports suggest a horde of TikTok creators will congregate in Dublin this evening, trying to snatch the unexpected moments that fans might overlook.
Shane Whelan, digital director at the British & Irish Lions, expresses his eagerness: "We're beyond thrilled to partner with TikTok as we prepare for the Qatar Airways Lions Men's Tour to Australia 2025." Our objectives on and off the pitch are nothing short of grand, and TikTok is a crucial component of our ambitious plans to court more fans than ever before." This connection is part of our most daring social and content strategy ever for a Lions Tour, so we can't wait to kick things off in Dublin for what's shaping up to be a legendary match for the Lions before we head down under for a grueling tour against the Wallabies."
The tour gets underway this Friday evening with a duel against Argentina, marking the first time the touring team will face the Pumas in two decades. Following this, they'll make their way to Australia, partaking in a series of matches over the next two months, culminating in three Tests against the Wallabies.
The British and Irish Lions aim to captivate football fans, particularly those of rugby, with their TikTok content as they step into the social media realm. TikTok creators will document the rugby spirit during the Lions' tour, aiming to capture unexpected moments for fans.
