MR MOTIVATOR
Lions stars will crawl through mud for Farrell, not the corporate bigwigs
WHEN Andy Farrell was unveiled last week as the next head coach of the British and Irish Lions, the momentous occasion didn’t take place at an iconic rugby location, it was staged at the office of an insurance company in London.
Of course, sponsorships are crucial for such an expensive undertaking to the far side of the world. As they will have their name on the famous red shirts, Howden — who were welcoming hosts — are no doubt committing a substantial sum to the project, so they expect exposure in return and that is absolutely fair enough.
But I won’t be alone in wishing that the 2025 Lions doesn’t become an overtly corporate enterprise, rather than a sporting one.
It has been an acute issue in the professional era, when the British and Irish touring team has served as a vehicle for prolific commercial activity which has, at times, been at odds with on-field efforts. In fact, road trips in sponsored vehicles were blamed for Kyle Sinckler and Ross Moriarty suffering back spasms in New Zealand in 2017.
There are financial imperatives, naturally, but the home unions must not drive the quest for profits too hard. Those who value what the Lions are meant to stand for should keep fingers crossed that commercial considerations are carefully managed to fit in the background, behind what Farrell and the rugby hierarchy seek to achieve Down Under. All concerned must recognise that thousands of people will fly to Australia to follow a badge, not a brand.
They will also follow the passionate man in charge to the ends of the earth, gladly, as Farrell Snr exudes an innate enthusiasm for the four-country touring tradition. As he begins to plot the 2025 campaign culminating in a three-Test series against the Wallabies, the Englishman who has done a fine job at the helm here should set the bar sky-high for his Lions. Unless the rugby world turns upside-down in the intervening 18 months, the visitors will be strong favourites, so they should create their own twist on the ‘99’ call to arms from the 1974 tour of South Africa, but this time make it 9/9.
Nine from nine. Win the lot; a clean sweep. The Lions have a warm-up match against Argentina at the Aviva before departure, then they should go hunting for a perfect return, to reflect their superiority. The hosts will be there for the taking.
While Farrell claims to have moved on from 2013 — when he implored the Lions to take their rivals to the ‘hurt arena’ in a series decider in Sydney, before routing the Wallabies — he can inspire a similar no-mercy outlook this time, in relation to Australian rugby as a whole. Bring thousands of travelling spectators to drive an up-turn in interest and revenue, then take all-comers to the cleaners.
Look at the opposition. Western Force; beatable. Queensland Red; beatable. New South Wales Waratahs; beatable. Brumbies; beatable. ANZAC XV; beatable — whoever they may be. Melbourne Rebels; beatable — if they still exist by then. Wallabies; beatable — three times.
If anyone can inspire the Lions with infectious enthusiasm, to keep hitting the heights and ticking off the wins, it is Andy Farrell (right); rugby’s renowned Mr Motivator.
And if it happens, all the sponsors can relish the reflected glory, while the sporting stars are up in lights, rather than logos and branding.