How Much Will Maro Itoje and Fellow Stars Earn from the British & Irish Lions Tour?

Friday, 09 May 2025 at 07:46

bySteven Smith

The 38 players selected for the 2025 British and Irish Lions tour by Andy Farrell are set for a significant financial boost, with a revamped payment structure replacing the traditional base fee and performance bonuses.

Competition: Get a Chance to Watch the Lions in Australia

Record-Breaking Profits Driving Change

, the upcoming tour to Australia—which features three Test matches against the Wallabies and six warm-up games—is projected to generate over £10 million ($13 million) in profits.

The Telegraph

This marks the first time the Lions tour has surpassed this milestone, paving the way for a lucrative new deal for players.

£100,000 Payday for Squad Members

As a result, each player called up for next year’s tour is expected to receive a record fee of around £100,000 ($130,000) for their involvement. This represents a 25% increase from the £80,000 ($105,000) paid to players on the 2017 tour of New Zealand, the last series unaffected by Covid-19.

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Joint Venture Fuelling Commercial Success

The financial boom stems from a joint venture between the Lions and Rugby Australia, which created a centralised package for broadcasters, sponsors, and licensees. This unified approach has led to multiple high-profile sponsorship deals, including jersey sponsor Howden and title partner Qatar Airways.

Exclusive Broadcast Deals Secured

In terms of media rights, Sky Sports has retained exclusive broadcast rights in the UK and Ireland, while Nine will air the tour in Australia. With commercial partnerships locked in and profits soaring, the 2025 Lions tour promises to be one of the most lucrative in history.

The Unpicked XV: 2025 British & Irish Lions Tour to Australia

1. Nicky Smith (Wales)

An experienced loosehead with over 50 caps for Wales, Smith remains one of the most consistent scrummagers in the game.

2. Jamie George (England)

The veteran hooker and 2021 Lions tourist missed out this time despite being one of England's most reliable performers and a respected leader.

3. Kyle Sinckler (England)

Known for his explosive ball-carrying and fiery passion, Sinckler’s form and location overseas weren’t enough to secure a third Lions tour.

4. Jonny Gray (Scotland)

A lineout expert and tackling machine, Gray has struggled with injuries recently, ruling him out of contention for Australia.

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5. Grant Gilchrist (Scotland)

One of Scotland’s most experienced locks, Gilchrist’s leadership and work rate have been invaluable, but he misses out once more.

6. Courtney Lawes (England)

A Lions stalwart and former England captain, Lawes confirmed his international retirement earlier this year, ending his Lions journey.

7. Jack Willis (England)

A breakdown menace with a relentless engine, Willis has impressed abroad but may have missed out due to playing outside the UK.

8. Taulupe Faletau (Wales)

One of the finest No.8s of his generation, Faletau has been sidelined through injury, robbing him of a potential fourth Lions tour.

9. Ben White (Scotland)

Scotland's first-choice scrum-half has been a steady performer internationally, but couldn't edge out the fierce competition for the Lions.

10. Owen Farrell (England)

The former Lions captain and England centurion ruled himself out of international duty in late 2024, prioritising family and mental wellbeing.

11. Immanuel Feyi-Waboso (England)

A breakout star of the 2024 Six Nations, the young wing lit up the tournament but narrowly missed selection on this occasion.

12. Robbie Henshaw / Manu Tuilagi (Ireland/England)

Both powerhouse centres boast extensive Lions pedigree. Henshaw’s injury woes and Tuilagi’s patchy form ultimately saw them miss out.

13. Henry Slade (England)

One of the most elegant and versatile backs in the northern hemisphere, Slade is again overlooked despite consistent form.

14. Darcy Graham (Scotland)

The dynamic utility back has added polish to his raw talent but couldn’t squeeze into the highly competitive Lions back three.

15. George Furbank (England)

A confident and elusive fullback, Furbank’s excellent form under Steve Borthwick wasn’t quite enough to force a late inclusion.