The UAE has cemented its reputation as one of the leading rugby markets in the Middle East, with viewership on TOD—MENA’s premier sports streaming platform—surging as the British & Irish Lions Tour to Australia gets underway.

The 2025 Qatar Airways Lions Men’s Tour, one of rugby’s most storied events, began with two commanding wins for the Lions: a 54–7 victory over Western Force, followed by a 52–12 triumph against the Queensland Reds. Under the guidance of head coach Andy Farrell, the squad brings together elite talent from across the UK and Ireland, featuring 15 players from Ireland, 13 from England, eight from Scotland, and two from Wales. Their next test comes against the NSW Waratahs on Saturday, July 5.

Strong Start for the Lions in Australia

The Lions Tour, held every four years, is a showcase of northern hemisphere rugby at its highest level. It unites the best players from England, Ireland, Scotland, and Wales to take on the world’s strongest teams, fostering fierce rivalries and attracting passionate fans worldwide. With the 2025 edition underway, anticipation is high for one of rugby’s most-watched events.

Growing Rugby Audience in the Gulf

TOD’s coverage of the tour highlights a broader trend: rugby’s growing popularity across the Gulf, particularly among UK, Australian, and South African expatriates living in the region. Viewership data underscores the UAE’s position among the platform’s top rugby markets.

“We have seen a significant rise in rugby engagement over the past few seasons, especially from UK, Australian, and South African expats,” said John-Paul McKerlie, Vice President of Marketing and Sales at TOD. “Our mission has always been to deliver the sports our audiences care about most, and with rugby gaining momentum in the Gulf, we are proud to be the go-to platform for world-class coverage.”

TOD Commits to Comprehensive Coverage

TOD has continued to invest in its rugby offering to meet growing demand, delivering live and on-demand access to every match of the Lions Tour. For rugby fans across the MENA region, the platform promises seamless, high-quality coverage of every stage of this historic competition.

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