Canterbury have worked hand-in-hand with The Lions, Connected Fanatics, Howden and Web3 Sports Ventures to create The Lions Clubhouse – a digital platform that makes every single Lions jersey a unique key that unlocks a direct connection between the team and every individual Lions fan who owns one.
This Lions Clubhouse is designed as a way to give excited and Loyal Lions fans more than just a jersey, it’s an invitation to join the tribe, connect with each other, and the team, and to experience the tour like never before whether they’re back home or lucky enough to be on tour in Australia on the trip of a lifetime.
HOW DOES IT WORK?
By simply tapping your smartphone on the smart authentication Tag, downloading the app and creating a profile, fans are able to claim the digital version of your jersey and add it to your virtual collection. This truly makes it yours and gives you real ownership over the jersey with access to The Lions Clubhouse.
*With a registered jersey each fan will get access to exclusive content, from behind the scenes clips, sneak peeks and authentic messages from legends, players and coaches to great offers and deals from Canterbury and Howden.
*It includes a fan community forum, designed as a safe space for real fans which allows them to have their say, create conversations, and engage with each other, the Lions, Canterbury, and Howden, as well as a few special verified guests who will be holding “Ask Me Anything” sessions, and getting involved in the community in general as excitement builds towards next summer.
*Released prior to the tour, there will also be an exciting element that celebrates that each Lions tour match and test is a special moment on the rugby calendar for fans globally, which will capture the magic of each occasion. The matchday feature will allow fans to tap on their jersey for each game to access matchday content and save the memories of each game, from the score, team line up content, to photos they took and conversations they had directly on the jersey. Turning each one into a living memento and record of your individual experience of the tour. The sea of red will be truly connected as one around the globe, not just in the stadium.
FAQS
The Lions Clubhouse is a mobile app designed for owners of an AU2025 Lions Jersey Jersey owners can register their digital ownership of a jersey to unlock specific features of the App including a feed of Lions content and a Lions community featuring Q&As with Lions.
In order to register, tap your Smart Tag (the gold label on the bottom of your AU2025 Lions Jersey). Through Near Field Communication (NFC) technology embedded into the AU2025 Lions Jersey, you will be prompted to download the Lions Clubhouse App. Once you create a profile, you can register your digital ownership of the new jersey by navigating to the 'Collection' section of the App. The App will recognise the jersey and unlock the full App experience.
You can connect with friends and other fans on the App by either tapping on their AU2025 Lions Jersey or searching for their username within the App. You can request to follow other users, and you can also comment on posts within the Community section to interact with other fans.
You can shop the range here.
The Lions Clubhouse has two key sections: Content and Community. The Content feed is where you'll find videos, images and updates from The British & Irish Lions and Official Partners. In the Community feed, you can take part in Q&As with Lions and join debates with other fans on topics like squad selection and upcoming fixtures. You can filter both sections by trending, recent and what your friends are engaging with.
If someone else taps your Smart Tag, they will be prompted to download the App. If they already have the App, your username and display picture will appear in the App, and they will have the option to follow you (or request to follow you if you have your profile set to private mode).
The App will not track your location.
Only the new AU2025 Lions Jersey range contain Smart Tags. Any past Tour jerseys are not NFC-enabled. You can purchase a AU2025 Lions Jersey here.
Yes. When someone else scans your Smart Tag, they have the option to request ownership of it. By confirming the claim in your Notification feed, you can transfer digital ownership of your jersey. However, by doing this, you will lose access to the exclusive App features.
You can report any post or comment made by another user in the App by clicking the "Report" button either found under a comment or by clicking the ellipsis icon on a post. You can also contact our support team to raise any concerns. The App is auto-moderated, however any flagged comments/posts will be reviewed by a moderator to ensure the community remains a fun and inclusive space. The British & Irish Lions reserves the right to permanently ban users for inappropriate use of the App. Please refer to the Lions Clubhouse Terms of Use and Community Guidelines.
You can choose whether to receive notifications from the Lions Clubhouse. This includes both in-app and push notifications (out of app). You can toggle your notifications in the settings (found in the Collection section).
Some App features will not be activated until 2025 including "Match Day'. We will notify users when this feature is active.
Your App usage data will be used to tailor content to your preferences and contribute to a personalised experience. Demographic and geographic data may be used to enhance the user experience. Please refer to the Connected Fanatics Privacy Policy for more details.
You can download the Lions Clubhouse App and register your jersey using an Android or iOS mobile phone. If you have an Android phone, it needs to be NFC-enabled. Please check with your mobile provider if this is the case and ensure it is enabled in your phone settings. You must also be using one of the following Android mobile operating systems: 8 Oreo, 9 Pie, 10, 11, 12, 12, 13, 14, 15. If you have an iPhone, you must be on iOS 17 version or above. Compatible iPhones include: 8, 8 Plus, X, XR, XS, XS Max, 11, 11 Pro, 11 Pro Max, SE (2nd Gen), 12, 12 Mini, 12 Pro, 12 Pro Max, 13, 13 Mini, 13 Pro, 13 Pro Max, SE (3rd Gen), 14, 14 Plus, 14 Pro, 14 Pro Max, 15, 15 Plus, 15 Pro, 15 Pro Max, 16, 16 Plus, 16 Pro, 16 Pro Max The Lions Clubhouse is currently non-compatible with tablets/iPads.
Other users will see your display picture, username and bio if your profile is set to private mode. We advise using non- identifiable information in your username or bio for your own safety and the safety of others.
You need to be over the age of 13 years old to use the Lions Clubhouse.
If your jersey has already been registered by another person, you can open the Collection section of the App, tap to register your jersey and follow the process steps. If you are in possession of the jersey and it is yours, ownership will be transferred to you.
No, Smart Tags are only embedded in Adult Player, Replica and Classic (both short-sleeve and long-sleeve) Jerseys.
If you are using an Android device, ensure the NFC reader on your mobile device is enabled in your phone settings. Otherwise contact our support team and we'll be happy to help.
If you are using an Android device, ensure the NFC reader on your mobile device is enabled in your phone settings. Otherwise contact our support team and we'll be happy to help.
Please follow the standard washing instructions outlined on the jersey label. We do not recommend ironing the Smart Tag.
No, however unless you interact with the Smart Tag, it will remain inactive and will not be noticeable. Although we encourage all fans to tap their Smart Tag to join the Lions Clubhouse.
The Smart Tag will remain inactive until you tap on it - there is no obligation to tap it or sign up to the Lions Clubhouse unless you want to, although we highly encourage you to!
