PLAY
A Once in a decade experience
KOJO partnered with Rugby Australia to deliver a fan engagement program during the 2025 British & Irish Lions Tour, bringing the energy of the series into the heart of each host city; Brisbane, Melbourne and Sydney. We created multi-day Fan Zones that became the central meeting point for supporters, locals and travelling fans alike.
Each location was designed as a vibrant festival environment, blending live entertainment, sponsor activations, merchandise, food and beverage, and player appearances to celebrate the spirit of rugby. In Sydney, Melbourne and the ANZ invitationals in Adelaide, KOJO also delivered the “Wallabies Paddock” pre-game destination, A festival of non-stop, high energy matchday entertainment; celebrity talent, rugby legends, live music, food and drink. The best of the best matchday event for fans building anticipation and atmosphere before kick-off.
Our team managed end to end delivery, from creative concepts and design, stakeholder & partner management, bump in & out and site operations. By curating a mix of headline talent, community driven activity and authentic player engagement, the Fan Zones and Paddocks not only amplified the precinct experience but also extended the reach of the Tour into the wider community.
The result was a program that elevated the Lions Tour beyond the field, creating memorable shared experiences that showcased the game, engaged fans of all ages, and delivered strong outcomes for Rugby Australia and its commercial partners.
- Client Rugby Australia
- Location Australia
