The British & Irish Lions Appoint Goodform To Drive Fan Growth & Engagement

November 10, 2020

The British & Irish Lions has appointed Goodform to drive fan growth and engagement ahead of the Tour to South Africa in 2021.

It will be the third consecutive Tour the sports data and insight agency will have supported the Lions on.

Goodform will provide an ‘always-on’, in-depth understanding of Lions fans through connecting fan data from various sources, and use that insight to deliver highly-targeted marketing campaigns to supporters across email and social. This insight-led approach is focused on driving commercial success for the Lions, via sales of travel packages, tickets and merchandise, as well as driving engagement with commercial partner content.

The Lions has already seen a significant response to its recent ticketing ballot and is fueling excitement with the announcement of a ‘home game’ at BT Murrayfield Stadium, with Goodform helping to maximise data capture throughout.

Working with The Lions, Six Nations, Premiership Rugby and The Rugby League World Cup 2021, Goodform has a deep knowledge of rugby audiences. Achieving 446% database growth and reaching open rates of an impressive 48% for the 2017 Tour of New Zealand, the Lions and Goodform has set the bar for fan engagement and aim to surpass it for 2021.

Shane Whelan, Director of Digital, Marketing and Communications for the British & Irish Lions, explains: “We are excited to partner with Goodform once again, having benefited from exceptional database growth and enrichment in 2017. We aim to communicate with fans in an insight-led and highly-personalised manner, and Goodform’s services will allow us to do just that.”

Alexandra Kyrke-Smith, Goodform’s Strategy Director, said: “We are incredibly proud to be a part of our third Lions Tour, and look forward to building on previous success. The Lions Tour represents the highest echelon of rugby, and we are inspired by this to provide industry-leading digital engagement and commercial value for the Lions and its stakeholders.”