The Lions 2021

Channel Investment Dates Platforms

Available on request 3rd July – Broadcast On Demand 8th August 2021 Online Sky Go Social

The Opportunity Scheduling* ’ long-standing coverage of The British & Irish Lions Tour Tour Matches is set to continue in 2021 as the Lions embark on their tour of British & Irish Lions vs Stormers - 3 July 2021 (1600 BST) South Africa, with 8 live matches, including 3 Tests against the World Champions. The Lions will be one of the standout events of British & Irish Lions vs SA Invitational - 7 July 2021 (1900 BST) the super summer of sport in 2021. British & Irish Lions vs Sharks - 10 July 2021 (1600 BST) British & Irish Lions vs SA A - 14 July 2021 (1900 BST) Sky Media is proud to present the opportunity to sponsor Sky Sports coverage of The Lions Tour. This media package allows a British & Irish Lions vs Bulls - 17 July 2021 (1600 BST) sponsor to amplify their association and reach an affluent ABC1 Men audience across Sky Sports’ multiple platforms. The package Test Matches – expected to kick-off at 1600 BST comprises broadcast, digital and social sponsorship. For additional investment there is a range of media and activation opportunities. 1st Test: British & Irish Lions vs Springboks - 24 July 2021 2nd Test: British & Irish Lions vs Springboks - 31 July 2021 The Content 3rd Test: British & Irish Lions vs Springboks - 7 August 2021 Sky Sports has been the home of The Lions since 1997 when The Repeats and highlights programmes of all 8 matches Lions beat South Africa 2-1 in dramatic fashion, which was the first time The Lions was screened in full for UK viewers. 2021 will see the 7th Lions Tour broadcast exclusively live on Sky Sports. Accreditation* The Lions is the pinnacle for any British and Irish International The sponsor will receive the following accreditation: rugby player, comprising the best players from England, , Scotland and Ireland. Every 4 years, The Lions go to South Africa, Broadcast: Australia or New Zealand, to take on the best in the world. In 2021, — Test matches – an average of 1 x 15s opener credit, 12 x 5s break they will take on the current World Champions, South Africa, in a 3 credits and 1 x 15s closer credit Test series. The history of this prestigious event, along with its quadrennial nature, attracts a much broader audience in — Tour matches – an average of 1 x 15s opener credit, 10 x 5s break comparison to other more frequent competitions. credits and 1 x 15s closer credit — Highlights and Magazine programming – an average of 1 x 15s The 2017 Lions Tour in New Zealand ended in a draw against the opener credit, 6 x 5s break credits and 1 x 15s closer credit world champions at the time, the All Blacks. The previous Lions Tour against South Africa was in 2009, where the Springboks won the — c.100 repeats and highlight programmes of all 8 matches series 2-1. How will the British and Irish Lions perform when facing — c.50 magazine programmes the current world champions for the second tour in a row?

Coverage of The Lions is given the full Sky Sports treatment with Sky Go & TV VOD press conferences on team selection, the whole narrative around — Sponsorship simulcast on Sky Go linear squad selection and much more. Sky Sports will have a first-class line-up of pundits, including former Lions; and — Idents across On Demand programming on Sky Go and TV VOD Scott Quinnell. With match previews, build-up, preparation, live matches, digital *All scheduling and accreditation is estimated and subject to change. and social content, Sky Sports viewers and followers will be — Please note there will be highlights of the Tour available on terrestrial TV, immersed in everything Lions. the broadcaster is TBC. — Co-sponsorship opportunities are available upon request.

skymedia.co.uk @skymediaupdates skymedia Broadcast – Estimated Audience Delivery (UK) Inds Ads Men Men ABC1 Ads ABC1 Ave TVR - Live Test Matches 1.27 1.44 2.28 3.08 1.94 Ave TVR - Live Tour Matches 0.59 0.66 1.04 1.44 0.90 Ave TVR - Highlights/Repeats 0.02 0.03 0.04 0.05 0.03 Ave TVR - Magazine 0.02 0.02 0.04 0.05 0.03 Total Actuals 134 149 222 290 196 Total 30” Equivs 54.2 60.8 94.9 126.4 80.5 Coverage (000’s) 5,227 4,710 3,001 1,972 3,133 Coverage (%) 9 9 12 15 11 OTS 15 15 17 19 17 Source: BARB Lions Tour on Sky Sports 2017 Broadcast – Estimated Audience Delivery (ROI) Inds Ads Men Men ABC1 Ads ABC1 Ave TVR - Live Test Matches 1.01 1.18 1.79 2.34 1.43 Ave TVR - Live Tour Matches 0.56 0.66 0.98 1.23 0.65 Ave TVR - Highlights/Repeats 0.04 0.04 0.06 0.08 0.05 Ave TVR - Magazine 0.04 0.05 0.08 0.07 0.05 Total Actuals 136 160 241 304 172 Total 30” Equivs 58.5 68.9 103.6 130.7 74.1 Coverage (000’s) 306 278 182 75 114 Coverage (%) 8 8 11 12 8 OTS 18 19 22 26 21 Source: BARB Lions Tour on Sky Sports 2017 SkySports.com Sky Go

SkySports.com is the number one (highest reach and most With over 3.2 million users and 64 million streamed views each visited) commercial Sports destination on the web (UK). Offering month, watching your favourite Sky channels and shows wherever, sports fans and advertisers a multimedia and fully interactive whenever has never been more popular. Across the sponsorship experience showcasing the latest breaking news, videos, features, period, all Lions programming simulcast across Sky Go will carry games, polls and chat, delivering (per month): sponsor accreditation consistent with the linear broadcast. • 3.6 million unique visitors The Lions Tour sponsor will also receive an opening 15” credit for • 180 million pages views each programme pushed to Sky Go On Demand. • An average dwell time of 31 minutes per visitor The sponsor of the Lions 2021 will receive the following within the Rugby Union section of SkySports.com: Terms & Conditions — Run of Rugby Union, Roadblock of the British & Irish Lions • The opportunity excludes on-air production section (Billboard, Leaderboard, MPU) – c.4m impressions • Opportunity subject to event partner obligations — 3 x Sky Sports HPTOs (multi-platform – Desktop. Tablet, • Excludes independent research Mobile Web and Mobile App) – 100% SOV • Subject to brand, channel and OFCOM approval — Mobile App inventory across the Rugby Union section on the • Excludes ad serving costs & online creative production Sky Sports App – c.2m impressions • Includes both UK and ROI territories — 100% share of voice across all British & Irish Lions video content (Desktop & Mobile) — SFVOD (10”-30”) – 500k impressions

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Activation Social • Sponsorship of the Lions Tour 2021 branded posts across the campaign • Posts will be integrated across the following Sky Sports platforms: - YouTube - Instagram - Facebook The partnership can be further amplified across multiple platforms. Sky Sports activation ideas that • 48 branded content posts sent across the have been used by sponsors previously include: campaign • 1.9million total views across all platforms The Ultimate Lions competition A sponsored competition in association with Sky Sports that saw two people win an all expenses paid trip to NZ to be a part of The Lions tour. Sky VIP is a great platform to amplify this.

British & Irish Lions Team Selector Sponsorship of The Lions team selector that allowed Sky Sports digital and social users to pick their favoured starting line-up for each of the games on the Tour. Sky AdVance is a proposition which enables video or #FANVAN display targeting, across the entire web, based off TV Scott Quinnell was sent to NZ in a Winnebago viewing data. Whether seeking viewers of certain wrapped in a sponsored Lions shirt. Scott content, viewers of your TV spot or sponsorship documented his time on tour with a daily sponsored idents, we can form segments from viewing data to social and digital vlog, as he ventured to all of the power online buys. major cultural sites, tourist hotspots and fan parks.

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