The 10-match rugby tour of New Zealand by the British and Irish Lions between 3 June and 8 July 2017 has been declared to be a major event pursuant to the Major Events Management Act 2007.

The Major Events Management (New Zealand Lions Series 2017) Order 2016 comes into force on 30 September 2016.

The New Zealand Rugby Union Incorporated is declared to be the major event organiser.

The objective of the Order and the Act is to protect against ambush marketing by association. During the protection period - which runs from 30 September 2016 to 7 August 2017 - there are restrictions upon representations which suggest that there is an association between the Lions tour and goods or services, a brand of goods or services, or a person who provides goods and services.

There is a presumption that a representation that includes a major event emblem (shown in Schedule 1 of the Order) or major event words (shown in Schedule 2) suggest such an association.