24/07/2025
The British & Irish Lions rugby team is one of the most iconic brands in world sport. Every four years, a squad of the best rugby union players from England, Ireland, Scotland and Wales head off on a two month tour of the Southern Hemisphere – this year it is Australia’s turn to host the Lions. But beyond the pitch, the Lions have established themselves as a commercial force through strategic brand licensing, leveraging their brand power to unlock revenue streams while deepening engagement with fans worldwide, despite the team only making an appearance on the pitch for a few weeks every four years.
What Is Brand Licensing?
Brand licensing is a business arrangement in which the owner of a brand (the licensor) grants permission to another party (the licensee) to produce and sell products bearing the brand’s name, logo, or likeness and includes a permission to use the registered trade marks of the licensor. In return, the brand owner receives royalties, usually calculated as a percentage of sales.
Brand licensing is a key commercial tool for the Lions. The Lions work with licensees to:
- Manufacture and sell official merchandise (e.g., replica kits, casual wear, souvenirs)
- Create video games, documentaries, and digital content featuring Lions branding
- Produce hospitality experiences and promotional events aligned with the Lions’ image
- Use the brand in limited edition collaborations (such as with fashion brands or lifestyle products)
The breadth of the trade mark protection which the Lions possess is indicative of the scope of goods and services through which they have successfully monetised the brand; their trade mark registrations cover goods and services ranging from cosmetics to corporate hospitality and beyond.
The Lions manage these rights through licensing agreements with partners eager to work and collaborate with the Lions, such as sportswear companies (e.g., Canterbury, the Lions’ current kit manufacturer), toy manufacturers, and media distributors.
Such is the importance of licensing to the Lions’ off-field success, the Lions entered into a multi year global licensing partnership with licensing agency IMG, running from October 2023. IMG will help manage the Lions’ licensing partnerships with third parties and explore new possible licence agreements with third parties to further cash in on the brand.
The Bigger Picture
For sports teams and organisations with legacy and reach, brand licensing is no longer a secondary revenue stream, it is a central part of their commercial strategy. The British & Irish Lions offer a textbook case of how careful IP protection and strategic brand licensing can extend the life and profitability of a sports brand far beyond its on-field performances.
For those following the Lions in Australia, we can only hope their on-field roar is as loud as it is off the field.
This article is for general information only. Its content is not a statement of the law on any subject and does not constitute advice. Please contact Reddie & Grose LLP for advice before taking any action in reliance on it.
