British & Irish Lions Tour 2021
Executive Summary
Access Management Services (AMS), in a collaborative endeavour with SA Rugby and SA Rugby Event Services (SARES), masterfully orchestrated The British & Irish Lions Tour 2021 in South Africa, marking a significant sporting milestone post the 2010 FIFA World Cup. Initially envisioned to have full capacity crowds and host 30,000 traveling supporters, the event's grandeur faced a stark reality check with the onset of the COVID-19 pandemic. Despite the pandemic, the core objectives remained steadfast: to ensure efficiency, effectiveness, and world-class delivery of a rugby event that would resonate globally.
Challenge
With the pandemic's uncertainty looming, Access meticulously planned for both a full-scale event and a COVID-restricted version, running numerous scenarios including alternative venues in the UK or Australia. Once confirmed that the tour would go ahead in South Africa as a closed event, Access was faced with a condensed six-week window for planning and execution. AMS spearheaded the event’s turn-key delivery encompassing event operations, commercial program facilitation, and all team & rugby services. The implementation phase of the Tour saw the establishment of a stringent bio-bubble regime. Key measures included:
- Rigorous COVID-19 testing for all players, personnel, stakeholders, and staff.
- Chartered flights and buses with backup staff.
- Dedicated bio-bubble hotels for respective role-players, teams, and staff.
Solution
Access implemented a multi-scenario approach and agile execution framework:
Strategic Planning & Scenario Modelling
- Developed contingency plans for full-capacity, restricted, and offshore venues
- Maintained operational flexibility to respond to pandemic developments
- Finalised delivery plans once South Africa was confirmed as the host under closed-event conditions
Operational Execution
- Spearheaded full turn-key delivery including operations, commercial program facilitation, and all team & rugby services
- Established a stringent bio-bubble regime for all participants
- Key measures included:
- Rigorous COVID-19 testing for all players, personnel, stakeholders, and staff
- Chartered flights and buses with backup staff
- Dedicated bio-bubble hotels for respective role-players, teams, and staff
Stakeholder & Commercial Management
- Partnered with appointed commercial agency for global engagement
- Delivered full operational support under pandemic constraints
- Secured financial viability through media and sponsor-driven revenue models
Results
The British & Irish Lions Tour 2021 achieved critical success in a highly constrained environment:
Health Management
- Ensured impeccable health protocols, resulting in no significant COVID-19 outbreaks
Global Fan Engagement
- Employed innovative strategies with the appointed commercial agency, amplifying global reach and audience diversity
Financial Success
- Secured lucrative broadcasting agreements, and robust sponsorships, underlining the event's financial prosperity, despite the absence of spectator-related revenue
Conclusion
The successful delivery under a tight schedule and challenging conditions not only fulfilled the event's core objectives but also showcased Access’ capability to deliver a world-class rugby event on the global stage.
.webp)
Get in touch with us
We’re ready to chat and bring your event to life
Ravenscraig St, Woodstock,
Cape Town, 7925
Quick play
Send us a direct enquiry below and we’ll get back to you
