QMS and The SMH team with GIO for British & Irish Lions rugby tour
QMS and The Sydney Morning Herald have launched a dynamic content partnership with GIO Insurance to engage rugby fans during the 2025 British & Irish Lions tour.
QMS and The Sydney Morning Herald have joined forces with GIO Insurance to launch a targeted content and advertising campaign for the British & Irish Lions rugby tour, aiming to capture the attention of rugby fans across Sydney from 7 July to 2 August.
The innovative campaign integrates QMS’ premium City of Sydney digital street furniture network with The SMH’s trusted sports journalism to deliver real-time rugby updates, news and highlights to audiences on the move. The six-match tour, last held in Australia in 2013, features top-tier talent from England, Scotland, Wales and Ireland taking on Australian teams, including a series of high-profile Test matches against the Wallabies.
As part of the four-week activation, The SMH’s rugby content is displayed across QMS digital assets in Sydney, with GIO branding running adjacent to the editorial in the campaign’s final fortnight. This dynamic pairing is designed to maintain consistent audience engagement and maximise visibility for GIO during one of the country’s marquee sporting events.
Olivia Gotch, General Manager – City of Sydney at QMS, said: “This partnership demonstrates our commitment to delivering innovative solutions that connect brands with their target audiences through culturally relevant moments. The British & Irish Lions rugby tour will be one of the biggest sporting events in Australia this year and we’re excited to help make GIO part of the action.”
Mark Condon, Marketing Manager at GIO, added: “We’re proud to be part of this innovative partnership with QMS and Nine. It’s a great opportunity to connect with audiences through engaging content during one of the biggest sporting moments of the year.”
Ashleigh Thomas, Commercial Director – Publishing Sales at Nine, said the collaboration extends the reach of The SMH’s rugby coverage to highly relevant, on-the-go audiences. “Combining The Sydney Morning Herald’s trusted sports content with QMS’ prominent City of Sydney digital network allows us to deliver engaging rugby content to a highly targeted audience during a major sporting event.”
