The Brief:

The British & Irish Lions Tour is one of rugby’s most prestigious traditions, staged every four years and uniting the best players from England, Ireland, Scotland, and Wales to take on national teams from the Southern Hemisphere. In 2025, the tour returned to Australia for the first time in 12 years, sparking excitement across the nation and drawing fans from around the world.

With matches in Brisbane, Melbourne, and Sydney, organisers wanted the celebrations to go beyond the stadiums. Their goal was to create an entertainment program that would capture the same energy and passion as the rugby itself, transforming each host city into a hub of music, culture, and community celebration.

The Collaboration:

Using acta, Beth Jones, Event Services Team Leader at Lions Rugby Travel, designed and delivered a multi-city entertainment program that matched the scale and spirit of the tour. Leveraging acta’s curation services, Beth was able to pinpoint a diverse line-up that would appeal to their travelling fans.

The final program featured headline performances from The Superband, (a culmination of Australia’s top vocalists and musicians), cultural showcases from Ganga Giri and the Nunukul Yuggera Aboriginal Dance Company as well as incredible roving talent such as, Phat Brass, Phat Sauce, Beat The Heat, Cirque Mystique, Beeswax and Bottlecaps: Stilt Walkers, Puzzle Dust Entertainment: Stilt Walkers, Face Creations and Kolala Face Painting.

acta allowed Beth to streamline every stage of the process, from initial talent selection and fee negotiations to finalising contracts, tech specs, travel logistics, and performance schedules all from back home in the UK using acta’s amazing single interface which hosted all comms, documents, contracts and invoicing providing a transparent platform and a direct relationship between the client and all talent.

The platform also managed finer details including APRA numbers, baggage allowances, catering requirements and flights, ensuring a seamless delivery across VIC, NSW, and QLD.

Having acta on the ground in Australia was absolutely invaluable in the lead up to the 2025 Lions Tour. Using the platform I was able to source all roaming entertainment and the Superband with ease. Together with the acta curation team's unmatched expertise the acta platform's process management made the entire process transparent, seamless and stress-free. - Beth Jones ( Event Services Team Leader, Lions Rugby Travel)

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The Outcome:

Across three states, the entertainment program organised by Lions Rugby Travel elevated the British & Irish Lions Tour 2025 into a festival-like experience.

Brisbane’s opening celebrations buzzed with excitement, Melbourne’s theatre performance delivered an intimate yet powerful connection with fans, and Sydney’s grand finale brought the tour to a spectacular close.

The result was a tour remembered not only for world-class rugby, but for the unforgettable entertainment that travelled with it.

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