Press Release | 18 Jun 2021

Vodafone launches TV campaign to connect fans to the British & Irish Lions this summer

The ‘Lions on the Loose’ television campaign gets its first broadcast on ITV1 ahead of the Tour against South Africa.

Vodafone – the Lead Partner of the British & Irish Lions for the 2021 Tour of South Africa – has today launched its ‘Lions on the Loose’ television campaign ahead of the Tour.

The advert is a celebration of two iconic brands, united by a shared passion and commitment to connect people to each other and the things they love, coming together for the Tour of South Africa this summer. It will first air on ITV1 during the England vs Scotland Euro 2020 game on 18 June 2021.

The Lions have a unique ability to unite fans from across the UK & Ireland. The new campaign is a demonstration of how the power of Vodafone’s network can bring fans closer to the Lions action throughout the Tour.

The advert sees a pack of six Vodafone Lions ambassadors – Captain Alun Wyn Jones, Stuart Hogg, Hamish Watson, Tadgh Furlong, Louis Rees-Zammit and Maro Itoje – running through the four nations and leaving fans in awe as they go. The players are filmed as they travel around the country, with fans seeing the rugby stars unexpectedly bring the sport to their local club, back garden, wedding, holiday and finally into their living room.

Max Taylor, Commercial & Marketing Director, Vodafone said: “It has been a difficult 18 months for many people, so we wanted to create a campaign that is entertaining, optimistic and light-hearted. Sport can offer escapism and we wanted to celebrate the positivity of the game throughout our television campaign.

“Right now, connection, unity and community are more important than ever, and we want to make sure that fans feel connected and united to the Lions throughout the highly anticipated Tour to South Africa this summer.”

The campaign will launch on ITV1 during the England vs Scotland UEFA Euro match on Friday 18 June and will be used in live Lions games, with the first broadcast in the Vodafone 1888 Lions Cup vs Japan on Saturday 26 June.

Vodafone is Lead Partner of the British & Irish Lions for the 2021 Tour of South Africa. As Lead Partner, Vodafone’s logo will be displayed on the front of the Lions shirt, making Vodafone an integral part of the ‘Sea of Red’ that will sweep every ground and city it travels to. The sponsorship also includes the provision of communications equipment to keep everyone involved in the Tour connected and technical support for training and player performance.


Notes to Editors

About British & Irish Lions

The British & Irish Lions are one of the most famous teams in the world of rugby. Every four years, the Lions – selected from the national sides of England, Wales, Scotland and Ireland – head to the southern hemisphere to do battle with rugby heavyweights New Zealand, Australia or South Africa.

About Vodafone UK

Vodafone UK is a technology communications company that connects people, businesses and devices to help our customers benefit from digital innovation. Our services span mobile, fixed-line connections, home and office broadband, and the Internet of Things (IoT).

We have a strong track record as a tech pioneer, making the UK’s first mobile phone call, sending the first text message, and making the UK’s first live holographic call using 5G in 2018. We were the first to start carrying live 5G traffic from a site in Salford, Greater Manchester and now have 5G in locations across Germany, Ireland, Italy, Spain as well as the UK. Meanwhile, our 4G network coverage currently reaches over 99% of the UK population.

Today, Vodafone serves more than 18 million mobile and fixed-line customers in the UK. Vodafone is the largest provider of full fibre in the UK – our superfast broadband services are now available to nearly 12 million homes across the UK.

Sustainability is also at the heart of what we do: as of 1 July 2021, 100% of the grid electricity we use in the UK is certified to be from renewable sources.

For more information about Vodafone UK, please visit:

Vodafone UK Media Relations

Telephone: +44 (0) 1635 693 693


Twitter: @VodafoneUKNews


Vodafone Limited

Registered Office: Vodafone House, The Connection, Newbury, Berkshire RG14 2FN

Registered in England No: 1471587