British & Irish Lions and Fanatics agree long-term extension to partnership agreement

The British & Irish Lions and digital sports platform and sports merchandise specialists Fanatics have agreed a long-term extension to their eCommerce and manufacturing partnership, which will run until 2030 and includes the 2025 and 2029 British & Irish Lions Tours.

The partnership extension sees Fanatics retain exclusive global eCommerce rights with the Lions. Merchandise sales during the 2021 British & Irish Lions Tour were confirmed to be the highest in Lions Rugby history.