Announcing the deal, Charlie McEwen, Director of Sales and Marketing, British & Irish Lions said, "The Lions are a uniquely British & Irish institution celebrating the 125th year anniversary next year, but we are always looking for new ways to improve our game. We wanted to bring on board the latest in innovative thinking and technology and we've done that today with Microsoft. They understand that to achieve our goals in the modern game we need a blend of passion, skill and technology and I'm very excited to have them as part of our team."
"Today we are proud to be joining The British & Irish Lions family, bringing together Microsoft's passion for technology with the best in rugby. This is just the start of our journey towards success in Australia, Hong Kong and beyond and we have ambitious plans to embed technology throughout the team bringing this Tour closer to the fans than ever before. We're looking forward to getting started." said Scott Dodds, general manager, marketing and operations, Microsoft.
In the build-up to the Tour, Microsoft will be reviewing all aspects of how technology can help the team prepare for 2013. From revolutionary training analysis in the cloud, or using Windows 8 devices to make life on Tour truly seamless with life at home to Skype enhanced supporter sessions with the players; this will be the first British & Irish Lions Tour with technology built in.