The new company will be the official tour operator and will offer Supporters Club members priority access to travel packages, as well as organising a series of unique Lions themed pre-tour events between now and the Tour in 2013.
Demand for match tickets, flights and accommodation is expected to exceed supply so fans are urged to register now at www.lionstour.com in order to receive notification of the launch of both the Official Supporters Club and the travel packages as soon as they go on sale in 2011.
The Official Supporters Club will also give members exclusive access to a ballot to purchase tickets at face value for all of the Lions Tour matches.
The Lions Tour, which takes place every four years, has traditionally offered British and Irish rugby fans a unique chance to join together to support the famous touring rugby side comprising the cream of England, Ireland, Scotland and Wales national team players.
The last Lions Tour to South Africa in 2009 saw an estimated 40,000 Lions supporters travelling, which is why organisers are advising travelling fans to register their interest early to avoid disappointment.
The new company will also be managing all the flights, accommodation and support services for the team and management as well as assisting the sponsors and VIPs during this six week adventure Down Under in June and July of 2013.
Travel packages for the historic opening fixture of the Tour, when the Lions stop off for the first time in Hong Kong to play the famous Barbarians, will also be on sale in 2011.
Commenting on the new company John Feehan, the British Lions Limited chief executive, said:
"The Lions is one of the biggest and strongest brands in sport and the whole touring experience is very special for the players, management and equally for the fans."
"The Tours create an atmosphere in which the Lions fans feel part of the history and the passion that is synonymous with each and every Test series.
"Our new travel company will offer Lions supporters a wide range of ticket-inclusive travel package options that will make the Tour to Australia one of the best yet."
By joining the Official Supporters Club and purchasing official Lions travel packages, fans will be making a direct contribution back into rugby in Great Britain and Ireland. Revenues are fed back to the Home Unions and contribute to the promotion and development of the game of rugby in England, Ireland, Scotland and Wales.
Register online now at www.lionstour.com.