The British & Irish Lions are considering a lucrative fixture in Las Vegas as part of their 2029 tour of New Zealand. Other potential locations include Los Angeles and Japan, but the idea of bringing the Lions to Vegas stands out as the most intriguing option. Back in 2018, The Guardian reported the Lions' interest in a transatlantic match, and with the United States set to host the 2031 World Cup, momentum for such a fixture is increasing. Importantly, the All Blacks have a growing presence in the US and are keen to expand their commercial opportunities. Preliminary discussions between Lions representatives and the New Zealand union have already taken place.

Before their tour of Australia next year, which starts on 28 June, the Lions will face Argentina in a warm-up match in Dublin. They also hosted Japan at Murrayfield ahead of the 2021 tour of South Africa, which was affected by the pandemic. Thanks to an agreement between the Lions and Premiership Rugby, organizing warm-up matches has become more straightforward, as English-based players are now available earlier in the summer.

In 2013, the Lions played against a Barbarians side in Hong Kong, and there is interest in another pre-tour fixture, possibly against the Maori All Blacks. A match in Vegas would be particularly appealing, given the large Polynesian population in nearby Utah. On the west coast, Los Angeles, San Francisco, and San Diego are among the shortlisted venues for the 2031 World Cup. Japan is also a contender due to its strategic partnership with New Zealand.

These discussions coincide with other efforts to capitalize on the US market. In rugby league, Wigan will face Warrington in a Super League match in Las Vegas in March 2025. England's summer tour next year will include two Tests in Argentina followed by a one-off match in the United States against the national team. Most recently, the All Blacks played Fiji in San Diego in July, having also faced the USA near Washington DC in 2021. In 2016, the All Blacks suffered their first-ever defeat by Ireland at Soldier Field in Chicago, a fixture set to be repeated next year as part of New Zealand's grand slam tour, which will also include a return to Twickenham.

The inaugural finals of the Nations Cup are scheduled for London in 2026, before moving to the Middle East in 2028 and the US in 2030. Premiership Rugby is also exploring the possibility of another match in the States. No Premiership fixture has been played in the US since 2017, when only 6,000 spectators watched Saracens versus Newcastle in Philadelphia. However, plans are in place to return within the next three to five years, potentially hosting a match in Chicago, where the league's title sponsor, Gallagher, is headquartered. Gallagher celebrates its 100th anniversary in 2027, and a match could be organized to coincide with this milestone.

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