London, UK — The British & Irish Lions, rugby’s storied institution since 1888, in collaboration with their kit supplying partner Canterbury and jersey sponsor Howden, has teamed up with fan engagement innovators Connected Fanatics and its partner, Web3 Sports Ventures, to launch the first-ever Connected Lions Jersey. The jersey will be worn for the Qatar Airways Lions Men’s Series 2025 in Australia, bridging Lions tradition with the future of fan engagement.
The revolutionary 2025 series jersey, made by Canterbury, contains an NFC (Near Field Communication) chip enabled smart tag, produced by Avery Dennison, that links fans directly to The Lions Clubhouse, an immersive digital community app that deepens the connection between the Lions and their global supporters, offering an unparalleled experience of digital ownership and interaction powered by Connected Fanatics’ Lockeroom technology Platform.
By simply tapping their phone on the jersey’s smart tag located at the bottom of the jersey, fans can access exclusive content, a dedicated fan forum, and exclusives from Canterbury and Howden. The app will also host AMA sessions with Lions and rugby legends, providing fans a safe space to engage and connect.
The jersey’s innovative Match Day feature, to be exclusively launched globally to fans owning a connected jersey in 2025 ahead of the tour, will allow fans to check in on game days, access match content, and digitally save experiences, preserving key moments of the tour as a memory that is saved in each jersey.
Connected Fanatics, The British & Irish Lions, Canterbury, Avery Dennison and Howden are united in their belief that owning a Lions jersey symbolises the connection between the team and the fans. This leading edge connected jersey will deliver on that promise and take Lion’s fan connectivity above & beyond anything ever experienced by rugby fans.
Matt Hymers, CEO and Co-Founder of Connected Fanatics, said: “The Lions Clubhouse turns this beautifully crafted product into more than just a rugby jersey. Through our close collaboration with the British & Irish Lions, Canterbury, Avery Dennison, and Howden, this jersey connects the sea of red and honours Lions heritage while creating a digital space for fans to foster a lasting connection and sense of belonging to the Lions community.”
This ground breaking collaboration unites Lions fans worldwide, blending tradition and technology to elevate fan engagement and create a lasting community experience and relationships between the Lions and their biggest fans.
Image credit – Connected Fanatics.
About Connected Fanatics
Connected Fanatics specialises in powering direct-to-fan merchandise, transforming products into connected, immersive experiences for sports teams. Through its LOCKEROOM platform, Connected Fanatics empowers teams to build direct relationships with fans, bridging heritage with innovation.
