EY’s Sponsorship of The British & Irish Lions

EY became a partner for the 2017 Tour to New Zealand, aiming to add more value to the Lions brand through much improved use of digital engagement, data and analytics.

EY brought an awareness of the impact of digital on every aspect of the Lions Tour to the organisation and drastically increased their knowledge and understanding of their fanbase, providing much improved insight into who the Lions fans are and how best to engage with them via digital platforms.

Logan Sports Marketing worked as an extension to the EY Advisory team from initial strategy leading to the Lions partnership, contract negotiation, planning and delivery of all elements of this partnership.

Our roles included but were not limited to:

• Strategy lead
• Central contact point for all relevant agencies and sponsors
• Overseeing key parts of the Official App planning and delivery
• Ambassador management
• Merchandise programme
• Ticketing & hospitality programme
• Worldwide ‘Roadshow Event Series’
• On-the-ground crisis comms and activity management on Tour (including all client hospitality)
• Wrap-up and evaluation