Heritage rugby brand, Canterbury of New Zealand earlier this month unveiled the jersey for the British & Irish Lions Tour of Australia, 2025.
This year’s jersey exemplifies Canterbury, the Lions and Howden’s commitment to innovation, with the new adult jersey embedded with a Near Field Communication (NFC) tag, allowing fans to tap into an exclusive digital experience.
By scanning the connected tag located in the bottom right of the jersey, fans gain access to the Lions Clubhouse app—a hub for insider content, which is now live and will continue to provide fan specific content throughout the Tour.
Through the app, fans can enjoy behind-the-scenes content, including player videos from the Tour, exclusive matchday moments, and Q&As with squad members.
This brand-new feature brings supporters closer than ever to the action and to each other – no matter where they are – they will also gain access to a fan forum in the community section.
Simon Rowe, SVP Sports Marketing/ Sponsorship at Canterbury of New Zealand commented: “The fans make sport what it is, and when ‘The Sea of Red’ descends on Australia in 2025, it will be a sight to behold.
We at Canterbury understand the importance of the fans, and we wanted to create a jersey that is not only more wearable for supporters wherever they are supporting from, but that connects them to the Lions squad in an interactive way.
“The NFC tag found in all adult jerseys will allow supporters to really feel a part of the Touring squad, with insider content consistently updated in the Lions Clubhouse app, all with the aim of enhancing supporter experience.
“We are really proud of the jersey that has been created, paying homage to the origins of what is one of the most iconic jerseys in all of sport, while embedding technology and design that really breaks boundaries.”
Matt Hymers, CEO & Co-Founder at Connected Fanatics commented: “The Lions Clubhouse, built on the Connected Fanatics Lockeroom platform, makes every jersey a unique digital key that unlocks a direct connection with the team and community.
“Fans can download the app, register their profile and tap their phone on the NFC-enabled smart authentication tag to unlock their digital jersey. This gives them digital ownership of their jersey and access to exclusive experiences.
“The Lions Clubhouse makes this more than just a jersey. It creates a new way for fans to connect with each other and the team, to make the upcoming tour an unforgettable experience, whether fans are back home or lucky enough to be in Australia on the trip of a lifetime, wearing the red jersey with pride.
For the first time, “The Sea of Red” will be truly connected and united as one, not just in the stadium, but around the world.”
The jersey has an updated design in a deeper shade of red and with the classic jacquard pattern woven into the fabric, paying homage to the four unions that unite to form this iconic team.
England’s rose, Scotland’s thistle, Ireland’s shamrock and Wales’ feathers come together to represent the strength and legacy of the team.
Creating a bold yet classic look, the jersey features a grandad collar in direct response to online feedback from Lions fans during the brand’s trends and insights analysis.
Designed for peak performance, it features Canterbury’s advanced Vapodri technology to keep players cool and comfortable on the field.