Laya Healthcare is bringing its All Access sponsorship platform to Leinster Rugby as the province prepares to return to the redeveloped Laya Arena this Saturday, October 10.
The United Rugby Championship meeting with Cardiff, kicking off at 7.45 pm, will be Leinster’s first competitive home game at the transformed venue after two seasons away, with a full house expected.
The return will give most supporters their first opportunity to experience the redeveloped Anglesea Stand and an arena with capacity now in excess of 20,000.
Laya will use the occasion to connect its naming rights partnership and longstanding relationship with Leinster Rugby to a tangible benefit for its members.
More than 100 Laya healthcare members will attend the homecoming game. Ten members and competition winners will receive the enhanced All Access experience, including a hosted welcome, premium seats, food and drink served to their seats and a post-match meet and greet.
The platform will continue at Leinster Rugby home games at Laya Arena throughout the season, with opportunities available to members and the wider public through competitions.
Bringing the Partnership to Life
Leinster and Ireland front-row internationals Dan Sheehan and Linda Djougang will front the campaign, connecting the experience to the players and the supporters whose return will help shape the atmosphere at the arena.
“Two seasons is a long time to be away from your own pitch,” said Sheehan.
“We’ve watched the Arena transform and every one of us has been counting down to running out in front of a full house at Laya Arena.”
“The fans make our home what it is, and having Laya create a special match day experience for some of them is a brilliant addition to matchday. As a player and as a fan, these are moments that matter.”
Djougang, who is also a qualified nurse, brings a particular connection to the campaign’s emphasis on access.
“Access has always meant something personal to me, in healthcare and in rugby,” she said.
“It’s the difference between watching from a distance and being part of it. Seeing Laya Healthcare bring that same idea to life for our supporters, getting them closer to the team and the game they love, is something I’m really proud to be part of.”
D.O. O’Connor, Managing Director of Laya Healthcare, said the platform extends the company’s promise of access into experiences that matter to members.
“All Access brings that same promise to the moments our members care about most, and there’s no bigger one this autumn than Leinster Rugby coming home to Laya Arena.”
Members first experienced All Access at the Gallagher Dublin Horse Show in August. Its extension into rugby will include further matchday experiences, competitions and content for members and Leinster supporters.
Details will be shared through the @layahealthcare and @layaarena Instagram accounts.
Laya Healthcare, part of AXA, has been Leinster Rugby’s Official Health & Wellbeing Partner for more than a decade. The homecoming now provides a prominent stage for the next phase of that relationship.
Sport for Business Perspective
All Access makes the connection between Laya’s healthcare proposition and its sporting sponsorship easy to understand: access to care, and access to occasions that members value.
The season-long commitment gives the brand repeated opportunities to engage supporters, while public competitions extend its reach beyond existing customers.
Pairing Sheehan and Djougang also gives the campaign two credible voices, with Djougang’s nursing background adding a particularly relevant connection to the healthcare message.
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