Liverpool digital agency Fourth Wall utilises sports sector expertise to boost online fan engagement for the British & Irish Lions. Tony McDonough reports

Ahead of their 2025 tour of Australia the British & Irish Lions rugby union team have enlisted the help of a Liverpool venture to boost fan engagement.

Digital agency Fourth Wall already provides engagement platforms for more than 50 sports clubs and federations across the UK and worldwide. This latest offering for the Lions will reward loyalty and drive interaction between the fans and the club.

This new Lions Rugby Club platform allows supporters to interact with one another online and in real time from wherever they are in the world.

It brings everyone together in one place for the first time to create a new international community of like-minded fans, where they can build groups, share content and consume everything the British & Irish Lions have to offer.

This platform provides an understanding of fan data from the point of sign up, where it profiles their interests and how they consume sport, allowing the club to deliver meaningful and relevant content.

In addition to the social interaction features, community members will be able to create and share their own content and chat privately. 

They can also access a library full of exclusive editorial and video content, take part in challenges, access a range of competitions, buy priority access event tickets, and receive discounts on Lions merchandise.

Further encouraging fans to engage and return, community members will earn points for any interactions across the platform via the built-in loyalty and rewards technology.

As the tour draws closer, the platform will offer live maps which will not only allow fans to add their own pre-match meet locations, but also drive supporters to official fan villages, events, member bars and pop-up stores during the 1888 Cup in Dublin and the test matches in Australia.

A key feature of the live map is the check-in functionality which rewards the fan with loyalty points every time they visit official Lions locations.

Creative director at Fourth Wall, Steve Hartley, said: “With thousands of fans from different parts of the globe expected to travel to Australia to watch the British & Irish Lions, an integrated and inclusive solution to fan engagement was needed.

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“It will bring all supporters together in one place, giving them the ability to interact with one another whilst consuming a whole host of information and content.

Ensuring the Lions Rugby Club community remains on brand and is a fun and safe space for users of all profiles, ages and demographics, all content on the portal will be monitored using a blend of powerful Ai tools and human moderation.