As the most exciting advance for women’s sport in Ireland, Lidl, a global discount supermarket chain, has put together a 1.5 million pound campaign committed to the partnership with the Ladies Gaelic Football Association in year one of a three year deal.
The 60 second TV advertisement launched in February 2016 features Ladies Gaelic football players from eight clubs across the four provinces, two county teams and more than 250 extras for the crowd scenes. It was shot in three different locations over two days from dawn to late evening, to illustrate the dedication and commitment, time and effort put into their sport by the players.
It’s not only fantastic for women’s sport in Ireland, but across the globe. Prominent companies are now viewing women’s sport as a solid investment. In Australia, sports retail store, Rebel Sport, signed on as the recent 2015-16 tournament naming rights sponsor of the WBBL, women’s national T20 competition.
In the netball ANZ Championship, ANZ are the Principal sponsor, with 15 associate sponsors such as Telstra, ASICS, Chemist warehouse and Holden alongside. In Football, Westfield shopping malls are the official sponsor of both their national team and national domestic competition.
Women’s sport in Australia is growing in exposure and professionalism, and with some cricket players earning six-figure salaries. Companies looking to sponsor sporting teams will not be able to ignore women’s sport which has catapulted to receiving TV rights deals and impressive audience figures. Cricket’s recent WBBL is a great example of this.
The TV spot is a step up from the Lidl pushing their partnership with the Ladies Gaelic Football Association through stores and high impact poster advertising which happened around the country in the weeks leading.
The Irish are clearly proud of their game and the women who love to play it. Lidl Head of Communications Aoide Clarke said, “Gaelic Football is played by over 160,000 women across Ireland, and has a massive potential for growth.”
“We got people’s attention with the #Ladyball tease, sparking a lively debate about how women’s sport is not backed as much as it could be in this country. We are now proud to launch an extensive broadcast campaign showcasing the brilliant talent out there in Ladies Gaelic Football.” said Clarke.
“We hope this will raise the profile of the game and translate into more support for these women, on the ground, right across Ireland.”