The question of whether the British and Irish Lions might venture to France after the 2029 campaign has begun to surface in rugby circles, and Maro Itoje has hinted that there is indeed room for such an idea. The Lions, traditionally known for their four‑year rotation between New Zealand, South Africa and Australia, are reportedly exploring the possibility of adding new destinations to their itinerary as part of a broader strategic plan dubbed the "Beyond29 project." According to reporting by The Telegraph, the Lions could line up a match against Les Bleus – the French national side – for the first time in almost four decades as a prelude to the 2029 New Zealand tour. In addition, other regions such as the Americas and Japan have been floated as potential venues for future tours, signaling a willingness among the administrators to broaden the Lions' horizons beyond the classic tri‑nation circuit. The current rotation system has been in place for 37 years, dating back to 1989 when Australia was added as a standalone tour destination for the first time.
Since then, the Lions have adhered to a predictable pattern: a tour of South Africa, then New Zealand, then Australia, before returning to the first of the three. While this structure has produced some of the most memorable moments in rugby history, the governing bodies are now considering whether the brand could benefit from a fresh approach that reflects the sport's global growth and the commercial opportunities that new markets present. Maro Itoje, a towering second‑row forward for Saracens and a former captain of the Lions during their 2025 Australian tour, weighed in on the discussion during a recent interview with Sky Sports News. He recalled growing up watching the Lions take on the traditional powerhouses – South Africa, New Zealand and Australia – and expressed admiration for the heritage that underpins each tour.
"One of the great things about the Lions is its tradition and I grew up watching the Lions play South Africa, New Zealand and Australia," Itoje said. "They're all great tours and I think the Lions is expanding and I think there's probably scope for the Lions to play games against France and probably different regions of the world." Itoje emphasized that any evolution of the Lions' schedule must balance innovation with respect for its core identity. "But I think with evolution, it's about exploring new opportunities, whilst remaining true to its traditional core so who knows?
Maybe a full‑blown tour to France might be a good thing or maybe just a one‑off game before they go and play the traditional three nations," he added. This sentiment captures a broader debate within rugby administration: should the Lions remain a strictly quadrennial, three‑nation affair, or should they become a more flexible showcase that can adapt to the sport's changing landscape? Beyond the speculative tour to France, Itoje also used the platform to voice his confidence in England head coach Steve Borthwick. After a disappointing Six Nations campaign that saw England finish fifth – a historic low that included a first‑ever loss to Italy – the England captain stressed the importance of patience and belief in the coaching staff.
"We believe in what we're doing," Itoje told Sky Sports at a recent event. "Steve is a great coach – Wiggy, Kev, Joe, Lee – all great coaches. We just need to gel together as a team, learn the lessons and move positively forward." Borthwick's future, however, is tied to the upcoming summer tour fixtures in the inaugural Nations Championship, where England will face South Africa, Fiji and Argentina in July. RFU chief executive Bill Sweeney has indicated that a strong performance in those matches could secure Borthwick's tenure through the end of the 2027 Rugby World Cup in Australia.
Itoje, acknowledging England's under‑performance in the Six Nations, remained optimistic: "We weren't as successful as we wanted to be, but how I felt at the beginning of the tournament doesn't change now. I have a lot of faith, a lot of belief in this England team, and I think this England team is going to go on to do special things.
It's just about us learning the lessons and moving forward." The prospect of a Lions match in France carries both sporting and commercial implications. From a sporting perspective, playing against a French side – known for its flair, physicality and passionate fan base – would provide a fresh challenge for the composite squad, potentially sharpening their preparation ahead of a New Zealand tour. Commercially, a fixture in Paris or another major French city could unlock new broadcast revenues, sponsorship deals, and ticket sales, tapping into a market that already boasts a deep love for rugby union.
Critics, however, caution that expanding the Lions' schedule could dilute the mystique that surrounds the quadrennial tours. The rarity of the event is part of its allure; fans worldwide anticipate a once‑in‑four‑years spectacle that brings together the best players from England, Scotland, Wales and Ireland. Adding additional tours or one‑off matches might risk over‑exposure and could strain player welfare, given the already congested international calendar. Nevertheless, the conversation appears to be moving beyond mere speculation.
The "Beyond29" initiative suggests that the Lions' management is actively mapping out a longer‑term vision that could incorporate new markets while preserving the essence of what makes the Lions unique. As rugby continues to globalise, the balance between tradition and innovation will be crucial. In summary, Maro Itoje has signalled that there is genuine "scope" for the Lions to engage with France in the future, whether through a full tour or a single high‑profile match.
While the traditional rotation remains in place for now, the governing bodies are seriously evaluating how to broaden the Lions' reach, potentially adding the Americas, Japan and other regions to the mix. At the same time, the England captain's endorsement of Steve Borthwick underscores a parallel narrative of rebuilding and optimism within English rugby. As the sport looks ahead to the 2029 New Zealand tour and beyond, fans can expect ongoing debates about how best to honor the Lions' storied past while embracing the opportunities of a rapidly evolving global game.