Today we’re delighted to welcome the British and Irish Lions CEO Ben Calveley to the show. The Lions are one of the most iconic institutions in sport. Made up of players from England, Scotland, Ireland, and Wales, this team which tours once every four years is the pinnacle of many a rugby player's career.

In just a few weeks, the team will begin its tour of Australia, trying to win a series for only the third time in the last 30 years. This highlights how difficult it actually is for the Lions to be successful. There are few things more difficult than winning away in New Zealand, South Africa and Australia. But what is it that makes the Lions so revered? How do the players turn off rivalry to become the ultimate team for a few short weeks. As described by the Lions themselves which perfectly sums it up, this history is a testament to the power of unity, where rivalries are set aside in pursuit of rugby excellence.

This is the real Lions brought to you by the man in charge of the whole legacy. We’re delighted to welcome Ben to the Business of Sport.

On today’s show we discuss:

Sculpted in History:

• When was the Lions formed and how has it shaped the most unique team in rugby, maybe even in sport?
• What does it mean to be a part of the Lions; from inclusion as player to the coaching staff taking on the challenge.
• Who has the advantage? The balance between putting together the strongest team from four great rugby nations and playing away from home.
• Why has success been so hard to come by and what have winning teams been able to harness?

Business of The Lions:

•  Behind the history, legacy and honour lies a business that needs to be delivering more than once every four years.
• How does the organisation make money? From broadcast to sponsorship to ticketing; the numbers behind the Lions.
• Can The Lions make themselves less financially dependent on the tour and diversify their risk profile to ensure the business is not over exposed?
• How do sponsorships work and why does Ben think their partners are so keen to align themselves with the team?
• This is a profitable organisation! What could other sports organisations pick up from the value created around the team?

The Future:

• A historic organisation must leverage its legacy while continuing to innovate. What are the Lions doing to ensure they remain at the front of the attention economy?
• The introduction of the Women’s Tour and what that does for both rugby and the brand.
• Would the team ever play a series in a location other than Australia, New Zealand, and South Africa?
• The modern media environment has created an era of sports documentaries, but how were the Lions at the front of this movement?
• Creating an event out of the squad announcement; how a day at the O2 will create an F1 car launch style buzz around one of the most exciting aspects of any Lions tour.