TikTok is proud to announce its partnership with The British & Irish Lions, focused on building TikTok rugby content and making the iconic Lions tour more accessible than ever to fans around the world.

The collaboration will see TikTok and the Lions work together to celebrate the unique nature of the team—bringing together top players from England, Ireland, Scotland, and Wales—through exclusive content, creator storytelling, and behind-the-scenes access throughout the tour shared via #Lions2025.

@rugbynause Let’s talk #britishandirishlions with 11 days to go until they face #lospumas in Dublin 🗣️ #argentinarugby #rugbynause #rugbytok #rugby #rugbyunion ♬ original sound - Rugby Nause

To kick things off, a group of TikTok creators from Ireland and the UK will join the Lions for their opening match at Dublin’s Aviva Stadium—the first time a Lions match has been hosted in the Ireland. These creators, including fan-favourites like Andrew Nolan aka, The Rugby Nause and Jim Flano, will offer an inside look at the tour from a fresh perspective, and help to bring the experience to life for fans.

With the Women's Rugby World Cup just around the corner in August, this collaboration also marks a pivotal moment to grow the game by spotlighting diverse voices and reaching broader audiences across the UK, Ireland, and beyond.

@lionsofficial feeling the love 🥰 #Lions2025 #Rugby ♬ original sound - Lions Rugby

Shane Whelan, Director of Digital, Marketing & Communications at The British & Irish Lions, said: “We are incredibly excited to partner with TikTok for the upcoming Qatar Airways Lions Men’s Tour to Australia 2025. “Both on and of the pitch we have big ambitions and TikTok is a priority platform for us as we look to reach more fans than ever before. “This partnership forms an integral part of our most-ambitious ever social and content plan for a Lions Tour, so we can’t wait to get things started in Dublin for what promises to be an historic match for the Lions before we fly down under to Australia.”

Rebecca O' Keeffe, Head of Content Operations at TikTok Ireland said: The partnership is all about making rugby more accessible. Whether it’s breaking down the rules for first-time viewers or capturing the emotional highs of the matches, TikTok creators will showcase the tour through content that educates, entertains, and inspires

Stay tuned on TikTok for exclusive Lions content from the #Lions2025 and join us as we bring fans closer to one of rugby’s most iconic teams—wherever they are in the world.

Creators to follow:

Jim Flano: https://www.tiktok.com/@jimflano

James Doyle: https://www.tiktok.com/@jamesdoylefitness

Miriam Mullins: https://www.tiktok.com/@miriammullins_

Darragh Curran: https://www.tiktok.com/@daraghcurran_

Andrew Nolan: https://www.tiktok.com/@rugbynause

Cloda Scanlon: https://www.tiktok.com/@clodascanlon

Gully Singh: https://www.tiktok.com/@gullytalks?lang=en

Adam Kelly: https://www.tiktok.com/@2biglugs

Jess Watkins: https://www.tiktok.com/@_jesswatkins




About The British & Irish Lions

The British & Irish Lions is an iconic sporting brand in the world of rugby. Every four years, the Lions Men – the best of the best selected from England, Ireland, Scotland and Wales – travel to the southern hemisphere to take on Australia, New Zealand, or South Africa on landmark tours. The British & Irish Lions has announced the initial details of a historic inaugural Lions Women’s Tour with the best women’s players from England, Ireland, Scotland and Wales traveling to New Zealand to play the current world champions in 2027. The British & Irish Lions will continue to collaborate with all key stakeholders, including its constituent Unions, World Rugby, and the various leagues to finalise full Tour details. The Lions is the pinnacle of players’ careers, a once in a lifetime experience for fans and leaves an enduring legacy wherever the team visit. The Lions foundations are strong, built upon 130 years of history and tradition with tours taking place regularly since 1888.