As the British & Irish Lions prepare for the first Test against Australia in Melbourne, questions are being raised about the future of the traditional tours. With the Lions heavy favourites, some argue that the concept of a competitive series against a southern hemisphere powerhouse is being undermined. This has led to growing calls for the Lions to consider a historic first tour of France.
Financial considerations are a key driver. The 2023 Rugby World Cup in France generated record revenues of €500m (£433m) for World Rugby, despite France itself facing a net loss of €13m (£11.3m) due to mismanagement. The commercial potential of a Lions tour in France is seen as highly attractive.
Another factor is competitiveness. The current series against Australia risks being one-sided, diminishing the spirit of the Lions. In contrast, a tour of France could offer intense matches from the outset, with warm-up games against top club sides such as Toulouse, Bordeaux, and La Rochelle. France's depth, as noted by federation vice-president Abdel Benazzi, means they can field competitive teams even without their top stars.
This is not to suggest that Australia should be stripped of future tours. Rugby Australia made a $37m loss last year and the Lions tour is expected to help clear that debt. However, there is a view that the format of tours could be updated to ensure they remain challenging and financially sustainable for all parties.
