RDA Appointed For Media Rights Distribution Of The Lions Tour To South Africa

Lions Tour to South Africa, the joint venture between the British & Irish Lions and SA Rugby, has appointed RDA as its media rights distribution agency for the Tour to South Africa in 2021. 

The agreement, which covers Europe (excluding UK & Ireland, and France), Canada, Japan, SE Asia, Pacific Islands, MENA, and Inflight/Cruise, is the first ever appointment of an agency to distribute media rights on behalf of the Lions.   

Ben Calveley, British & Irish Lions Managing Director, commented: “RDA’s proven track record in rights sales will help advance our strategic objective of increasing our global coverage for the Tour, so more fans than ever before can enjoy watching the action.”