British and Irish Lions
February 15, 2022 9:53 a.m.
Reading time: 3 minutes
The British and Irish Lions have appointed sports marketing agency Two Circles to undertake their Feminine Lions feasibility study.
Two Circles will conduct a consultation process on the rugby, brand, business and operational opportunities and challenges of a Women’s Lions Tour.
Funded by Royal London, which is also the first ‘lead partner’ of the Women’s Lions programme, the study will provide recommendations on the overall viability of a tour.
Speaking at the announcement, British and Irish Lions chief executive Ben Calveley welcomed the appointment of Two Circles and said it was imperative that the opportunities and challenges presented by a female Lions tour be “thoroughly studied”.
He said: “Two Circles is a highly respected marketing agency in the sports industry and has experience in developing growth strategies for women’s sports. We are therefore delighted to have them on our side to carry out the feasibility study of the Women’s Lions.
“It is essential that all opportunities and challenges are thoroughly explored during this study, particularly in terms of creating a sustainable operating model, so that the steering group can consider all factors. I look forward to working with Two Circles to explore the opportunity for a Lions women’s team.
Two Circles will present its findings to the Women’s Lions Feasibility Study Steering Group, who will then make recommendations to Lions to make the final decision.
And Ieuan Evans, a three-time Lions tourist, Lions Council member and Lions Women’s Steering Group chair, said the appointment will ensure “nothing is left to chance” when it comes to the possibility of a Women’s Lions tour. .
He said, “We recognize that the concept of creating a female Lions team has broad support, and that is why the Female Lions Feasibility Study Steering Group is fully committed to working closely with our lead partner, Royal London, and Two Circles to ensure nothing is left to chance throughout the feasibility study.
Two Circles has a history of using fan data and insights to develop business strategies for sports rights holders, forging long-term relationships with a number of high-profile clients.
Current clients include the Premier League, European Tour Group and Wimbledon Championships, while Two Circles has supported rights holders such as UEFA, R&A and FA on strategies to grow their women’s sports properties .
Susie Logan, Group Chief Marketing Officer at Royal London, said: “As the first-ever Women’s Lions Program Lead Partner, we invite Two Circles to join us in our aim to explore the feasibility of a potential team of Women’s Lions and we look forward to hearing their findings.
Clare Vigers, Head of Strategy at Two Circles, added: “The growth of women’s sport will define the future of the sports industry. At a time when participation levels and support for women’s rugby are increasing year on year, we are honored to be working with the British and Irish Lions to examine the possibility and feasibility of establishing a Lions women’s team.