The British & Irish Lions is "not only one of the biggest sporting names in rugby union," it is also "arguably" its premier commercial brand, according to Bill Wilson of the BBC. This weekend, the squad kicks off its tour of New Zealand, the first since '05. Each Lions tour "generates millions of pounds in turnover, with revenues pouring in from major sponsorship deals, tourism and other events such as high-profile gala dinners." It is estimated that the Lions turn over about $50M "in each four-year cycle between tours." British & Irish Lions COO Charlie McEwen said, "The value of the Lions is actually so much greater than what you might see on a tour. It is the fusion of the professional and amateur eras, it embodies all the good qualities of the game." As part of that mission, at the end of March the Lions also unveiled its own separate grassroots program. It will see some of the money the club raises go "directly into a standalone Lions-directed" program. The Lions' "financial machine that generates those funds for developing the game is largely sponsor-driven." In total, there are 11 major commercial backers -- from shirt sponsors Standard Life to brewery Doom Bar, the official beer of the Lions. McEwen said, "We hold sponsors and partners very dear. We look to find brands that reflect our values and everything we stand for" (BBC, 5/31).
