Stan unveils revamped brand and Joseph Suaalii-led campaign ahead of Lions Tour

Streaming platform Stan has unveiled a refreshed brand identity, including a bold new logo, as part of its ongoing push to cement its place in Australia’s competitive streaming market.

The new look comes as Stan kicks off a major campaign to promote the 2025 British & Irish Lions Tour, fronted by Wallabies star Joseph Suaalii.

Developed by Stan’s in-house creative team in collaboration with production company PostMatch, the campaign reflects the scale, energy and emotion of the once-in-a-decade sporting event. The Lions Tour returns to Australia for the first time since 2013, with the opening match kicking off in Perth on 28 June 2025.

The creative features Suaalii alongside Stan Sport talent including Matt Burke, Morgan Turinui, Allana Ferguson and host Michael Atkinson, and will roll out across television, outdoor, radio, print, digital and social media.

“The British & Irish Lions Tour is a tentpole moment in Australian sport, and a massive opportunity for Stan and Nine to unite fans through world-class coverage and powerful storytelling,” said Dan Taylor, acting managing director at Stan. “The fact that this campaign was driven in-house from strategy to screen, in close collaboration with our partners at PostMatch, speaks volumes about the calibre of our marketing team.”

All nine matches will stream live and on demand on Stan Sport, with the three Wallabies Test matches also simulcast live and free on the 9Network and 9Now. The Tour is expected to draw more than 40,000 international visitors and millions of viewers.

The campaign supports Stan’s broader rugby and sports strategy, which includes extended rights deals with Rugby Australia and World Rugby through to 2030. It also joins a packed sporting schedule on Stan, including Super Rugby Pacific Finals, Wimbledon, and the pay-per-view boxing clash between Sonny Bill Williams and Paul Gallen on 16 July.