International Rugby Union side the British & Irish Lions has launched a new membership community platform in a bid to boost fan engagement and reward loyalty.

Developed in partnership with sport tech firm Fourth Wall, the app will look to drive the frequency of interactions between fans and the team, in order to build a more solid rapport with its supporters.

The site will allow British & Irish Lions fans to interact with one another online and in real time, enabling them to build groups, share content and consume the touring side’s online offering.

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“With thousands of fans from different parts of the globe expected to travel to Australia to watch the British & Irish Lions take on a number of different teams across the country over the course of the tour, an integrated and inclusive solution to fan engagement was needed that brought all supporters together in one place, giving them the ability to interact with one another whilst consuming a whole host of information and content,” said Steve Hartley, Fourth Wall creative director.

“We specialise in developing bespoke membership propositions and tech solutions for sporting organisations and understood exactly what was needed. It has been fantastic to work on this project and deliver this solution for British & Irish Lions,” he said.

To further encourage engagement and return visits, community members will earn points for interactions across the platform via its built-in loyalty and rewards technology, which can also be used to add gamification and redeem add-ons.