The British and Irish Lions have appointed Two Circles sports agency to carry out a feasibility study for the Women’s Lions. A steering group of thirteen people* was set up on 12 October last year.
The initial announcement stated: ‘The study will be undertaken by a specialist consulting firm which will be appointed by the steering group’.
That has now happened, but unfortunately it has taken 127 days to pass from stage 1 to stage 2. And the first murmurs of interest go back to 2019, so it pays to be patient.
It was never going to be a straightforward undertaking. Women’s rugby is taking up more and more of the calendar year, with the new WXV making inroads into 2023. Everyone concerned wants the Lions to happen; the hows, wheres and whens make it a desperately difficult task.
Much has happened between that first news and now, not least important reviews in two of the nations involved, Ireland and Wales. One outcome has been the introduction of new contracts in Wales, with the distinct possibility of improved terms coming in Ireland.
Two Circles state that they ‘will undertake a consultation process to gain insights into the rugby, brand, commercial and operational opportunities and challenges for a Women’s Lions Tour’. It is that last item ‘challenges’ that is bound to cause the longest debates. I have outlined some of them in the past: A British and Irish Lions Tour – another step towards equality and A Women’s Lions Tour comes a step closer
One positive is that funding is unlikely to be among the problems. Royal London are the inaugural ‘Principal Partner’ of the Women’s Lions programme and are represented on the board by Susie Logan.
Two Circles will present their findings to the steering committee who will then report back to the BEI Lions board. No date has been offered of course, but our wait is likely to go on for some considerable time.
It would have been a bonus if other media organizations had been included on the board; only Sky are there. Recent viewing figures for Red Roses matches were highly encouraging, but the pictures were provided by the BBC.
*The Board Members as announced in October 2021
Ieuan Evans MBE (Chair) – British & Irish Lion and The British & Irish Lions board member
Anthony Eddy – director of Sevens and women’s rugby, Irish Rugby Football Union
Ben Calveley – managing director, The British & Irish Lions
Gemma Fay – head of girls & women’s strategy, Scottish Rugby
Hannah John – women’s high-performance lead (acting), Welsh Rugby Union
Joanna Manning-Cooper – group director of corporate affairs, Sky
Max Taylor – consumer director, Vodafone
Niamh Briggs – senior player, Munster and Ireland, club coach and Garda Síochána Officer
Nicky Ponsford – women’s high-performance manager, World Rugby
Shaunagh Brown – senior player, Harlequins Women and England
Simon Rowe – head of global sports marketing, Canterbury
Sue Day MBE – chief operating & financial officer, RFU and RFU Board
Susie Logan – group chief marketing Officer, Royal London
