A high-impact sponsorship that delivered standout brand exposure, unforgettable guest engagement and significant returns.
Turning rugby passion into performance
The British & Irish Lions Tour was far more than a sporting spectacle for IHG Hotels & Resorts – it was a powerful and effective brand activation that produced outstanding results. As the exclusive accommodation partner for the tour, IHG built on its long-standing partnership with the Wallabies and SANZAR Super Rugby, reinforcing its deep connection to the game and its fans.
Over three Test matches, 90,307 fans in Melbourne, around 80,320 in Sydney and 52,229 in Brisbane saw the IHG masterbrand in unmissable positions, from LED stadium signage to the Wallabies’ kit branding and post-match media backdrops. Large-format advertising around stadium precincts ensured fans encountered the brand before they reached the gates, while promotion through British & Irish Lions and Rugby Australia channels tapped into a 2 million-strong fan database and a 5 million social audience. Broadcast coverage into 160 million homes across 135 countries transformed this exposure into global awareness and long-term brand recognition.
IHG’s presence wasn’t just seen – it was felt. Whether on screen, in-stadium, or in fan experiences, the brand left a lasting impression that reached well beyond match day.
(break out quote – bolded) “The Lions Tour gave us an extraordinary platform to showcase the IHG brand on both a local and global stage,” said Matt Tripolone, Managing Director, IHG Hotels & Resorts Australasia & Pacific. “From the moment fans arrived at the stadium precincts to the experiences we created inside our activations, every touchpoint was designed to deliver True Hospitality. Most importantly, it generated real commercial results for our hotels and owners across the network.”
Fan moments that built loyalty
IHG brought its brand to life in ways that fans could feel, see and remember. In the Wallabies Paddock, the largest structure was the IHG Bar, designed to recreate the premium feel of an InterContinental lounge and was open to IHG One Rewards members. The Lions Den fan zone, which attracted 7,000 ticketed attendees per city, featured IHG’s Match Day Concierge with refreshments and branded IHG merchandice such as amenity kits and fleece blankets to keep fans cosy during the game. Meet-and-greets with rugby legends James Haskell and Mike Tindall, plus a 400,000-point prize giveaway were additional highlights.
These activations did more than entertain, they drove loyalty engagement, encouraged IHG One Rewards sign-ups and positioned and deepened connection to the brand.
Driving revenue across the portfolio
The Lions Tour partnership delivered tangible benefits across IHG’s entire hotel portfolio, not just in the host cities. While Melbourne and Sydney saw high demand, regional and interstate properties also recorded strong results from increased travel before, during and after matches. The influx of domestic and international visitors boosted bookings, food and beverage sales and event space usage across multiple brands. By aligning IHG with one of rugby’s most high-profile events, the partnership generated momentum that flowed beyond match weekends.