Revenue generation figures are said to have “increased significantly” from the 2001 tour.
Alongside official sponsors Zurich and kit supplier Adidas, brands have seized the opportunity to support the Lions tour this year, including heavyweight partners from the Diageo, Coca Cola and Unilever stables.
“The Lions tour is shaping up to be the biggest sporting event of the year,” said John Feehan, chief executive, British Lions Ltd.
“We are delighted with the revenue achieved working alongside Octagon. Commercial revenue targets have been met and we have high hopes that the team itself will match the unprecedented success we have attained from our sponsorship drive.”
Aidan Day, managing director, Western Europe, Octagon, said: “This is Octagon’s third tour working with the Lions as its sponsorship and partner management agency and we are delighted to have played a modest role in supporting the largest, most professional tour in the history of the sport.
“Bringing together Lions rugby and some of the world’s biggest brands proves just how big the Lions brand itself now is.”
