2001 Lions set for cash windfall
May 11, 2000

The 2001 Lions tour to Australia could end up generating around £2m in revenue according to the appointed marketing agency.

Octagon Marketing's task is to make the most of the Lions brand and hopes are high following the victorious tour to South Africa in 1997 that spurned amongst other things two top selling videos and much in demand replica playing shirt.

The payment agreement on that tour was that all the players recived the same amount and it is likely that will be the case when they travel to Australia.

The Lions squad members could collect around £50,000 each for the tour which would be a substantial increase on their 1997 earnings.

Scottish Provident became the first sponsors of the Lions and a number of companies are bidding to put their logo on the famous red jersey in 2001.

"There will be one main sponsor and four partner sponsors for the tour;" said Paul Vaughan, senior vice-president of Octagon in a piece for London's Evening Standard.

"The Lions are a very strong brand and we have had considerable interest in the tour which is certain to be followed by fans all over the world.

"We are also setting up a Lions website for those fans living abroad to enable them to be part of what promises to be a fantastic series against the World Cup winners.

"The Australian Rugby Union will pay all the costs of the tour once the Lions arrive, but the commercial links we are making will fund the preparations, flights and payments to the players for touring."

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