Rhino’s Building Lions wins Silver at global marketing awards

Building Lions, created by Sporting Eric for Rhino, has won silver at the International Content Marketing Awards, on a 12-strong shortlist featuring top brands and agencies from around the world.

The International Content Marketing Awards are the Oscars of the content marketing world, and Building Lions was part of a double win for Sporting Eric, as they also secured silver for its Origin Stories campaign with Vodafone. 

Building Lions was the activation campaign for Rhino’s partnership with The British & Irish Lions in 2025, celebrating the rugby brand’s role in ‘building Lions’ over the course of five consecutive tours.

What made it unique was that ‘building Lions’ wasn’t just about the professional players on tour, but also included a new coaching platform for grassroots schools and clubs.

Working with world-class rugby education institution Hartpury, Rhino produced a new Rugby Education platform to help coaches ‘build Lions’ for generations to come, ensuring the legacy of Rhino’s The British & Irish Lions partnership continued long after the series ended.

“Our partnership with The British & Irish Lions has always been about being a trusted partner that’s always there for them,” explains Reg Clark, CEO, Rhino. “Building Lions wasn’t just about the Lions who stepped onto the pitch in Australia, it was about supporting players at all levels, through both charitable donations and rugby education. “Sporting Eric did an exceptional job of creating and delivering this campaign and is thoroughly deserving of every accolade that comes their way.”

Sporting Eric has won numerous awards for its work with Rhino, picking up three awards for its A Ball for the Planet campaign last year.

To find out more about Sporting Eric, visit sportingeric.com, or email Alex Mead on alex@sportingeric.com