British & Irish Lions Appoint Fifty Digital For 2021 South Africa Tour Activation

The British & Irish Lions have chosen Fifty Digital, digital and social agency specialising in sponsorship and sport, to activate its digital and social media presence for the 2021 tour to South Africa. 

Fifty Digital will help create, develop, evolve and amplify the Lions’ brand on social and digital media, while delivering best-in-class content designed to reach, engage and inspire new audiences. 

The Lions aim to write another successful chapter into its celebrated history, by repeating the success of the 1997 Tour to South Africa and once again toppling the world champions on home soil. The Tour builds on the recent momentum generated by the 2013 success in Australia and the nail-biting drawn series with New Zealand in 2017. 

As ever, the Tour is about much more than just the on-field action. Lions supporters, renowned for their passion and vocal support, are expected to travel in their tens of thousands to South Africa to create a ‘Sea of Red’ in grandstands and across host cities. 

Shane Whelan, Director of Digital, Marketing and Communications, British & Irish Lions, said: "The upcoming tour is undoubtedly one of the most exciting in our history as we face the world champions. We want to make it the most engaged series ever and take our social and digital offering to the next level. The guys at Fifty Digital share our passion and understand our unique and storied history. This, combined with their proven expertise and excellence in this space, makes them the perfect partner for us."

Nick Jackman, Co-Founder of Fifty Digital, said: "We’re incredibly excited and proud to be working with the Lions. They are a team which children grow up dreaming of representing and short of being a player, this is the next best thing! We cannot wait to get started and to help deliver the most engaged Lions tour in history, while helping this unique and priceless concept transcend sport to reach new audiences. After our work on the Rugby World Cup, we’re pleased to keep expanding in the rugby world."