“It is a great honour for OneRugby to win the race to be appointed by the British & Irish Lions. The Lions tour to New Zealand at the end of next season promises to be one of the biggest sporting events in the world in 2005,” said James Pegum, OneRugby's northern hemisphere managing director.
“Best estimates suggest that merchandise sales for the last Lions tour to Australia in 2001 rose to around £15 million. However, England's victory in the 2003 Rugby World Cup has had huge repercussions for merchandise sales and we want the Lions to build on that success.
“If successful, we believe we can raise the level of sales to somewhere between £60-80 million, which would mean a major financial return to the Lions themselves.”
The move by British & Irish Lions to appoint OneRugby means that, for the first time in their history, the merchandising programme will be operated by one company. “This appointment will not only protect the Lions brand and maximise revenue streams, but also have a direct and positive impact on rugby fans,” said British & Irish Lions chief executive John Feehan.
With an estimated 12,000 Lions fans already signed up with official tour operators to travel Down Under at the end of May next year, the 12th British touring team to head to New Zealand is set to become the best supported in its history.
OneRugby, a multi-national brand management, licensing and merchandising company with offices in Australia, New Zealand and Wales, was set-up by joint managing directors James Pegum and Gareth Sykes in December 2002.
The Group has already signed official deals with the Australian and Welsh Rugby Unions.
