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Fifty Digital chosen to activate Lions tour on social and digital media

(Photo by David Rogers/Getty Images)

The British and Irish Lions have appointed the Fifty Digital agency to activate the rugby union team’s digital and social media presence for the 2021 tour to South Africa.

As part of the tie-up, Fifty Digital will help amplify the Lions’ brand on social and digital media, while delivering content designed to reach new audiences.

This will include creative content driven by real-time insights, as well as working with partners to leverage the Tour for global impact.

The tour against the 2019 Rugby World Cup champions builds on the recent momentum generated by the Lions’ success in Australia in 2013 and drawn series with New Zealand in 2017.

Shane Whelan, director of digital, marketing and communications, British and Irish Lions, said the agreement will make the South Africa tour “the most engaged series ever and take our social and digital offering to the next level”.

Fifty Digital has previously worked on social and digital content for the Rugby World Cup. World Rugby, the international governing body, appointed the agency to break through the traditional rugby stereotypes to reach and engage a new, younger audience.

The company was co-founded in 2015 by James Campbell, formerly digital manager at Formula One teams Williams and Mercedes, and Nick Jackman, who previously worked in partner services at Mercedes.