The British and Irish Lions stand on the brink of the most significant shift in their 138-year history, as they plan to explore new global destinations beyond their traditional southern hemisphere strongholds.
For decades, the Lions have rotated tours between Australia, New Zealand and South Africa, a model that has remained unchanged since 1989.
But the organisation is now reviewing that long-standing structure to future-proof its place in an evolving rugby landscape.
A new frontier for the Lions
At the heart of the discussion is the so-called “Beyond29” project, an internal initiative aimed at reimagining how Lions tours could operate after the scheduled 2029 trip to New Zealand.
Consultancies are invited to submit proposals examining everything from potential host nations to scheduling and commercial strategy.
Among the territories under consideration are France, regions across the Americas, and Japan.
The ambition is clear.
Expand the Lions’ global footprint while increasing revenue and audience engagement.
Internal documents outline a desire “to learn how they can expand their value and awareness further into new audiences, potentially in new territories,” while acknowledging that the current touring model “might be coming close to maximising the return.”
Balancing tradition with growth
A move away from the established rotation would represent a seismic change for one of rugby’s most iconic institutions.
Since Australia was formally introduced into the cycle in 1989, the Lions have adhered to a four-year rotation that has become part of the sport’s fabric.
There is, however, precedent for variation.
Standalone tours to Argentina have taken place in the early 20th century, while one-off fixtures against sides such as France and Fiji have occasionally supplemented traditional tours.
Now, the Lions are actively considering whether a more flexible model could unlock greater commercial and sporting value.
Among the key questions being posed are whether the current rotation should remain, be extended, or scrapped entirely, and whether a bidding process for host nations could be introduced.
The commercial reality
The driving force behind much of this exploration is the financial success of recent tours.
The 2025 visit to Australia proved hugely lucrative, delivering record profits for both the Lions and the host nation.
Chief executive Ben Calveley has been clear about the importance of building on that momentum.
“I would absolutely envisage returning to Australia,” he said.
“We’ve had a wonderful tour here, and it is 100 per cent our ambition to return, and we would want the next one to be bigger and better than this one.”
However, he stopped short of guaranteeing that future tours would strictly follow the existing cycle.
“Who knows what the calendar looks like in the future,” he added, hinting at the uncertainty—and opportunity—facing the Lions as the global rugby calendar continues to evolve.
What comes next for the Lions?
New Zealand remain locked in to host the 2029 tour, but beyond that, the picture is far less certain.
The Lions are seeking guidance on when to implement any changes. This includes how to structure tours and how to strike the right balance between tradition and innovation.
According to internal planning documents, the goal is to “evolve the current operating model to significantly increase revenue, margin and profit from each tour, to future-proof the business within the wider rugby union ecosystem.”
A defining moment for rugby’s greatest touring side
For now, the idea of Lions tours in Paris, Tokyo or across the Americas remains exploratory.
But the mere fact that these conversations are taking place signals a shift in mindset.
The Lions boast a storied history, their identity synonymous with epic series across the southern hemisphere.
Yet, as the game grows and commercial pressures mount, standing still is no longer be an option.
What happens next could redefine not just where the Lions play, but what they represent in the modern era.
A team built on tradition is now considering transformation, and the rugby world will be watching closely.
