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40,000 British & Irish Lions rugby fans are expected to be in Melbourne for a week in July to experience world-class rugby, interactive live sites and free, family-friendly events, supported by the Victorian Government.

The British & Irish Lions team brings together the best players from the UK and Ireland, with the side touring Australia every 12 years and their passionate fans providing a huge boost for Victorian businesses.

Rugby Australia Chief Executive Phil Waugh enthused "The Lions have been thrilling crowds in Melbourne since 1888 and this year's tour is shaping up as their biggest ever. We couldn't be more excited for a huge week in Melbourne in July.

"The Wallabies love playing in Melbourne, as their recent record of success against the Lions demonstrates, and the second Test at the MCG will be a highlight of the tour."

Victorian Minister for Tourism Sport and Major Events Steve Dimopoulos today announced a Lions Series Fan Zone will be set up at Federation Square from 23rd-25th July, featuring a range of free family activities including roaming entertainment, face painting, skills challenges and signing sessions with star players.

Fans will also be able to visit a free, outdoor site in Yarra Park on Test Match game day called the 'Wallabies Paddock', for pre-game entertainment, food and drinks vans and Q&A sessions with past and present players.

The Lions and their legion of fans from Ireland, Wales, Scotland and England are coming for two massive games - with First Nations & Pasifika at Marvel on 22^nd July, before a blockbuster Test Match against the Wallabies at the MCG on 26^th July.

Victoria is the only state in which the Lions will play two consecutive games during their tour. This is yet another win for Victoria's visitor economy, ensuring extended stays that increase spend, drive visitation, and create jobs across hospitality, tourism and events.

The total economic impact the last time the Lions visited the State was $90 million, with nearly 25,000 interstate and international visitors. With larger venues this year - one at Marvel Stadium, and the Test against the Wallabies at the MCG – the expectations are for securing a better result.

To drive even more visitation from the UK and Ireland, Visit Victoria has rolled out a marketing campaign that includes collaborations with former players, engagement with online travel agents and partnerships with rugby's leading social media channels - including The Good, The Bad & The Rugby.

The iconic team has built a legion of supporters since their first ever tour in 1888 and these matches mark the first British & Irish Lions Australian tour since 2013.

For more information and tickets, visit rugby.com.au/lions-tour.

Images. Credit:  Rugby Australia Ltd/Visit Victoria

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