6 November 2024, London, UK — The iconic British & Irish Lions have just raised the bar in fan engagement with the unveiling of the world’s first Connected Lions Jersey, designed to be worn during the much-anticipated Qatar Airways Lions Men’s Series 2025 in Australia. Developed in collaboration with fan engagement experts Connected Fanatics and Web3 Sports Ventures, this groundbreaking piece of wearable tech combines the Lions’ storied tradition with cutting-edge connectivity, promising to redefine how fans experience the game.
Crafted by renowned rugby outfitter Canterbury and featuring the logo of jersey sponsor Howden, this isn’t your ordinary match-day apparel. Thanks to the tech wizards at Connected Fanatics, each Connected Lions Jersey now features an NFC (Near Field Communication) chip nestled into a sleek smart tag, specially produced by Avery Dennison. With just a tap of their smartphone on the jersey’s tag, fans are granted instant access to The Lions Clubhouse – a unique digital community app that provides exclusive content, fan forums, and behind-the-scenes exclusives from Canterbury and Howden.
In an era where fans crave a deeper, more personal connection to their teams, this jersey is more than just fabric; it’s a portal into the heart of Lions fandom. Once inside The Lions Clubhouse, fans can interact with fellow supporters, take part in AMA sessions with Lions legends, and access special edition content crafted specifically for those who own the jersey.
One of the highlights to watch for in 2025 is the exclusive Match Day feature. On game days, fans can “check in” via the jersey, gaining access to real-time match insights, interactive content, and even the chance to digitally save these cherished moments in their personal Clubhouse feed. Every match day becomes an opportunity to relive unforgettable experiences — like a digital scrapbook within your jersey.
Matt Hymers, CEO and Co-Founder of Connected Fanatics, shared his excitement about this pioneering project: “The Lions Clubhouse transforms this beautifully crafted product into more than just a rugby jersey. It’s an immersive experience. By collaborating with the British & Irish Lions, Canterbury, Avery Dennison, and Howden, we’re bridging heritage with the future and fostering a community that embodies the pride of the Lions.”
With this connected jersey, Lions fans now have a way to engage with the team like never before. It’s a symbol of connection, merging the history of the Lions with an innovative digital experience that lets fans feel like they’re part of the action, wherever they are in the world. Rugby may be a sport rooted in tradition, but with this new Connected Lions Jersey, the British & Irish Lions are showing that they’re just as committed to bringing fans into the future of sports.