It's time for non-rugby followers to become experts. It is time for New Zealanders, who normally wouldn't care, to start voicing opinions about the wisdom of the Lions taking a bunch of bruisers to New Zealand to try to beat up the All Blacks.
And it is time for everyone, across both islands, to have a bit of a tidy up and fuss around to make sure the expected 20,000 British and Irish supporters who will be here, leave with a favourable impression of New Zealand.
There's nothing quite like a tour by the Lions to have New Zealanders breaking into some quaint, stereotypical version of themselves.
That's how it is, though, New Zealand becomes a rugby-obsessed nation, realising perhaps that the game is still largely the way the country is defined in a wider geo-cultural context.
It is still the interface to unite and galvanise and if nothing else, New Zealanders like to enforce their rugby credentials to northern hemisphere visitors as a means to take some kind of imaginary whip hand.