The British and Irish Lions are rugby's greatest franchise – but do their results matter?
" The thing with the Lions is that logic has nothing to do with it. They are magical. And that is the thing that fans and sponsors buy into. The Lions represent the purest of values. They offer a sense of legacy, tradition and romanticism long lost in the sea of endless professional rugby, which gives brands plenty of opportunity to highlight their shared values. Standard Life Investments’ advertising campaign uses the Lions to tell their own story of teamwork, performance and commitment, while QBE is focusing on “the team behind the team”.

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