The British & Irish Lions are exploring a move that would change everything
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New horizons.
The British & Irish Lions are actively exploring the possibility of touring new territories such as France, Japan and the Americas in what could be the biggest shake-up to the famous touring model in decades.
According to the Telegraph, the discussions fall under a wider internal project dubbed “Beyond 2029”, with the Lions looking at how they can evolve their current structure once their scheduled tour to New Zealand is completed.
For over three decades, the Lions have operated on a strict four-year rotation between Australia, New Zealand and South Africa — a system that has become part of the fabric of the sport. But there is now a growing appetite to challenge that model.
Consultancy firms have reportedly been brought in to examine everything from potential host nations to scheduling and overall structure, with France, regions across the Americas and Japan all under serious consideration.
The driving force behind the rethink is largely commercial. The 2025 tour to Australia proved hugely profitable, and there is a clear ambition within the organisation to build on that success and unlock new revenue streams while also expanding the Lions’ global reach.
However, any move away from the traditional southern hemisphere rotation would represent a seismic shift — and one that could face resistance. The existing host nations rely heavily on the financial boost that comes with a Lions tour, meaning any dilution of that cycle is unlikely to go down quietly.
There is also a balancing act at play. While new destinations offer fresh appeal and potentially massive markets, the Lions’ identity has long been tied to those iconic tours down south.
For now, the idea of a Lions series in Paris, Tokyo or the United States remains at an exploratory stage — but the fact it’s even on the table tells you everything about where the modern game is heading.
