AIB might have expected to take a short break from the promotion of #TheToughest campaign after the documentary series and the All Ireland Club Finals at Croke Park on St Patrick’s Day and before the Inter County Championship kicks into gear but if they do they will be doing so from a stage in Chicago.

That’s where they will be telling their story to world leaders in sponsorship at IEG, globally recognised as the leading sponsorship and partnership marketing conference. This year’s event takes place in the Windy City from 24th to 29th March and AIB is the first Irish brand to be invited to speak in the main auditorium at IEG.

AIB will detail how it revitalised its 26-year-old sponsorship of the All-Ireland Club Championships through “The Toughest” campaign and how it deepened its association with GAA by adding the All Ireland Football Championship in 2015.

“We are delighted to be invited to speak at the IEG conference,” said Brian Keating, AIB Group Proposition and Brands Director.

““The Toughest” campaign is a key platform for AIB and allows us to engage with GAA supporters right around the country. By facilitating and driving a real two-way conversation with GAA fans “The Toughest” campaign has helped reinvigorate and promote the passion for the AIB Club Championship firstly and highlighted how the local GAA Club fuels county football.”

“With over 14 million customer engagements in the last 12 months “The Toughest” campaign is a key factor in the growing strength of the AIB Brand, especially with younger consumers.”

“The opportunity to showcase not just the sponsorship, but the unique aspects of GAA on the world stage, is hugely exciting and something that we are immensely proud of”.

Keating will represent the brand alongside Mark Brennan, Head of Digital and Innovation.

The annual IEG conference, being held for the 34th year, is renowned for attracting the world’s leading sponsorship and event marketers and is seen as a platform to connect and learn about sponsorship’s emerging trends. This year’s conference will focus on innovation and taking advantage of the dramatic marketplace shifts that are taking place. It will be attended by 1,200 influential people from sports, entertainment and not for profit worlds.

Other brands featuring at the four-day event include Adidas, Audi, Deloitte, Hilton, IBM and Toyota.

Sport for Business will keep you up to date with all the stories and campaign insights to emerge from the conference.