Fifty Digital builds on RWC role with Lions commission
Fifty Digital, the London-based digital and social agency, has been appointed to support the content output of the British and Irish Lions rugby union team for its 2021 tour of South Africa.
The agency, which specialises in sponsorship and sport, has been tasked with building the Lions’ presence on digital and social media to engage with existing fans and attract new audiences.
In a statement today, the Lions said this means taking their “content to the next level of quality by delivering best-in-class social and digital content, outstanding creative driven by real-time insights to reach and engage audiences, as well as working with partners to leverage the tour for global impact.”
The commission comes after Fifty Digital worked with World Rugby to manage creative, social media and content for the 2019 Rugby World Cup held in Japan, and won by South Africa.
The Lions are due to play three test matches and five other tour games on their tour of South Africa in July and August of 2021.
Nick Jackman, the co-founder of Fifty Digital, said: "We cannot wait to get started and to help deliver the most engaged Lions tour in history, while helping this unique and priceless concept transcend sport to reach new audiences. After our work on the Rugby World Cup, we’re pleased to keep expanding in the rugby world."
Shane Whelan, the Lions’ director of digital, marketing and communications, added: “The upcoming tour is undoubtedly one of the most exciting in our history as we face the world champions. We want to make it the most engaged series ever and take our social and digital offering to the next level. The guys at Fifty Digital share our passion and understand our unique and storied history. This, combined with their proven expertise and excellence in this space, makes them the perfect partner for us."