Connected Lions Jersey unveiled by British & Irish Lions and Connected Fanatics for 2025 tour of Australia

The British & Irish Lions, in collaboration with its kit supplying partner Canterbury and jersey sponsor Howden, has teamed up with Connected Fanatics and its partner, Web3 Sports Ventures, to launch the first ever Connected Lions Jersey. This will be worn for the Qatar Airways Lions Men’s Series 2025 in Australia.

The jersey 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 aims to deepen the connection between the Lions and their global supporters, offering an experience of digital ownership and interaction powered by Connected Fanatics’ Lockeroom technology platform.

By 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.

The jersey’s Match Day feature, to be exclusively launched globally to fans owning a connected jersey in 2025 ahead of the tour, will allow people to check in on game days, access match content, and digitally save experiences.

Matt Hymers, CEO and Co-Founder at Connected Fanatics, says: “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.”

2024 RTIH INNOVATION AWARDS

Immersive experiences are a key focus area for the sixth edition of the RTIH Innovation Awards, which are now closed for entries.

The awards, sponsored by Scala, CADS, 3D Cloud, Brightpearl by Sage’s Lightning 50, Business France, and Retail Technology Show 2025, celebrate global tech innovation in a fast moving omnichannel world.

Key 2024 dates

Friday, 25th October: Award entry deadline 

Tuesday, 29th October: 2024 shortlist revealed

30th October-6th November: Judging days

Thursday, 21st November: Winners announced at the 2024 RTIH Innovation Awards ceremony, to be held at RIBA’s 66 Portland Place HQ in Central London.