Lions considering radical decision for first time in 37 years

Lewis Henderson
Thu, 23 Apr 2026 14:17:38 +0000

The British and Irish Lions are considering taking a radical decision for the first time in 37 years, expanding beyond their typical touring destinations.

Under the banner of their "Beyond29 project", the 138-year-old institution is examining whether to expand beyond its traditional southern hemisphere locations.

A request for proposal was distributed to consultancy firms last month, seeking expertise to "ideate, validate and confirm the preferred operating model and approach for the period beyond 2029".

New Zealand remains confirmed as hosts for the 2029 men's tour, but what follows could represent the most significant shift in Lions history.

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France, the Americas and Japan are among the areas under consideration as potential future hosts, according to The Telegraph.

These markets would sit alongside the existing Sanzaar nations of Australia, New Zealand and South Africa.

The Lions acknowledge in their documentation that the current format "might be coming close to maximising the return".

They are seeking to "expand their value and awareness further into new audiences, potentially in new territories".

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Any geographical expansion would need to balance increased commercial returns and fan engagement "whilst not damaging the core DNA" of the touring tradition.

Since 1989, Australia, New Zealand and South Africa have taken turns hosting Lions tours on a four-yearly cycle, with Australia becoming a standalone destination for the first time that year.

Prior to this arrangement, only Argentina had served as a sole tour host, welcoming the Lions in 1910, 1927 and 1936,

Individual matches against France and Fiji have also occurred over the years.

The review is examining whether to maintain the current 12-year rotation or extend it to 16 years, or potentially abandon rotation altogether.

The Lions are also considering whether future host nations should be required to bid for the privilege.

The consultancy selection process is expected to conclude this month.

Successful firms will need to sign non-disclosure agreements before receiving further detailed information.

The overarching objective, as stated in the Lions' documentation, is to "evolve the current operating model to significantly increase revenue, margin and profit from each tour, to future-proof the business within the wider rugby union ecosystem".

The review will also examine how pre-tour fixtures, tour matches and Test encounters would be restructured to enhance commercial value, supporter engagement and the experience for players themselves.

The Lions note that "some fundamental assumptions within the Lions Tour Framework" may need to shift.