Managing director Ben Calveley maintains the British and Irish Lions have not been "suffocated" by their standing within the global game.
On Wednesday, a one-off match against Japan at Murrayfield was announced to take place on June 26, 2021 ahead of the squad heading out to South Africa for a three-Test series against the world champions.
The game against the Brave Blossoms will, however, clash with next season's Gallagher Premiership final, albeit the fact it is set to have a different kick-off time, and also falls outside of World Rugby's Regulation 9 international window for Test matches.
But the pre-tour fixture against Japan could well be viewed as the start of a movement to take the Lions to new territory around the globe.
"The Lions can offer an awful lot to the growth of the global game, and we should consider how best it can do that," Calveley said.
"You have to think strategically about how the Lions can be used to help the game grow at international level."
Head coach Warren Gatland is yet to finalise his backroom team for the trip to South Africa.
Scotland's Gregor Townsend, who was not able to take up an invitation in 2017, and Ireland head coach Andy Farrell are among those said to be under consideration.
Calveley confirmed that, given the current climate, the appointments would be "made slightly later than they have been compared to the previous cycles".
He said: "What Warren and I have been doing is getting around the head coaches and chief executives from the four unions, and they are all incredibly supportive, as you would expect them to be because they absolutely understand the value of the Lions. That process is ongoing."
Exeter director of rugby Rob Baxter could be another potential candidate, along with Leicester's Steve Borthwick, as the Lions look to gain every possible tactical advantage.
"I don't think there is any assumption the coaches have to come from within the union constructs," Calveley said. "They could come from a club environment, absolutely.
"We are very open and are interested in appointing coaches who can help us win matches in South Africa.
"Anyone that can help us win these Test matches would be interesting to Warren and ultimately it is his call who to have in his team."
Discussions continue over a 'behind-the-scenes' series to follow on from the 1997 'Living With The Lions' documentary, which could also have the potential to tell the story from both camps – with Amazon Prime one reportedly possible broadcast partner.
Tour organisers remain optimistic over the likelihood of Lions fans being able to make the journey out to South Africa, with some 15,000 having pre-registered for the official travel programme.
