SMH teams up with GIO and QMS for British & Irish Lions rugby tour
By Staffwriter in Media News on Wednesday, 09th July 2025 at 9:21am 
The Sydney Morning Herald has today announced a content partnership with GIO Insurance to amplify the brand’s presence during the British & Irish Lions rugby tour in Australia, working with digital outdoor company QMS.
The new content partnership leverages QMS’ what they call "premium City of Sydney digital street furniture network" and The Sydney Morning Herald’s masthead sport content to specifically target rugby union audiences across Sydney during the keenly anticipated tour.
Running from 7 July to 2 August, the six-match tour is one of rugby’s most prestigious global events, with a team drawn from the best players from England, Scotland, Wales and Ireland playing here for the first time in 12 years.
The Lions will play a series of matches against Australian teams...
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