For the first time, the famous red jersey has been turned into an online content sharing platform housing hundreds of existing Lions related photos and videos, as well thousands of spare pixels for fans to upload their own photos and messages into the empty spaces.
Sitting within the official British & Irish Lions team website (lionsrugby.com) and in recognition of the unique nature of The Lions, this digital jersey can be viewed and shared online by all rugby fans no matter which home nation they support.
Using a special deep zoom technology, the digital shirt is the first of its kind for the famous touring side that is celebrating its 125th year in 2013. All Lions fans are encouraged to get involved and become part of history by uploading a photo and message of support on this inaugural digital Lions shirt which will be shared with the Lions squad to illustrate the depth of support they have from fans around the world.
The mosaic can be explored HERE
Created by Shoothill, the software development and data visualisation specialists, in partnership with HSBC this is the first time that fans have been able to upload their messages of support directly to the iconic jersey.
Once the squad is announced on April 30, the digital shirt will made available to all squad members to take down with them to Australia on the Tour as a permanent reminder of the support for the squad from fans back home.
Charlie McEwan, Director of Sales and Marketing for British Lions Limited commented: "It's fitting that as we celebrate 125 years of The British & Irish Lions we have been able to create a virtual version of the iconic jersey that allows all fans to be a part of the shirt. We're urging as many fans as possible to sign up and register their messages of support and play their role in the success of the Tour off and hopefully on the field."
Andrea de Vincentiis, Head of Rugby Sponsorship HSBC Holdings plc. added: "Rewarding fans with exclusive never- seen-before imagery and videos as well as providing an opportunity to lend their support has been a priority for HSBC since we renewed our partnership with The British & Irish Lions. We are urging everyone to join the journey and upload their messages of support for the team."
Find out more by watching a promotional video, showing fans how to get involved with the digital shirt featuring HSBC ambassador Gavin Hastings (HERE) and get busy uploading your Lions photos - past and present - as well as messages of support for the Team.