We Go Beyond
British & Irish Lions
The Brief
The British & Irish Lions is one of the most iconic teams in sport. Every four years an elite group of players is brought together, consisting of players from England, Ireland, Scotland and Wales. Habitual rivals forging a new team to take on the southern hemisphere’s greatest. It represents one of sport’s greatest honours, and fires deep passions amongst rugby’s ardent fanbase.
MATTA was asked to create the positioning and creative platform to capture what makes this extraordinary brand truly unique.
It had to reflect how the British & Irish Lions transcend national rivalries and boundaries – united by heritage, pride and purpose. Honouring the team’s legacy, while looking ahead to a new more inclusive future with a women’s team being assembled for the very first time in 2025 to tour New Zealand.
The Lions began their
touring tradition back in
Celebrating what’s different
To get to the heart of what the team really stands for, we spoke directly to those who’ve lived it including former players, senior board members, and the CEO. Across more than 20 interviews, one truth kept coming through: the British & Irish Lions aren’t like other teams.
For them, it’s never been just about the individuals on the pitch. It’s about putting national rivalries aside, and sharing pride that’s bigger than any single country, club, or player.
We conducted
stakeholder interviews
We gathered insights from
fans on what makes the Lions unique
A timeless platform
We created a new creative platform, WE GO BEYOND.
It’s a clear and confident articulation of the British & Irish Lions. A team that transcends borders, breaks with tradition, and stands for something greater than the sum of its parts. Rooted in pride, ambition and collective belief, it nods to the team’s heritage while also being future-facing, alluding to the new ground the team continues to break.
Underpinning the line is a new brand strategy that reaffirms the team’s legendary camaraderie, and its ability to rise above national boundaries to achieve something greater.
We Go Beyond is already in-use everywhere, from social media hashtags to the team’s changing room wall – laying the foundation for a new era of the British & Irish Lions.
