Aviva Ireland has launched a new Fan Studio at Aviva Stadium, creating a new matchday experience that brings supporters closer to the heart of major rugby and football occasions.
Irish Rugby international Joe McCarthy joined Aviva to launch the space, which will offer invited fans a private area within the stadium incorporating food and refreshments, interactive games, competitions, photo opportunities, guest appearances and giveaways depending on the event.
Access to the Aviva Fan Studio will be offered through competitions, promotions and selected Aviva activities, with opportunities to attend being rolled out across the year.
The initiative builds on Aviva’s long-standing relationships with both the IRFU and the FAI.
It follows the success of Aviva’s Best Seats in the House activation, which has given supporters the chance to experience major fixtures from premium positions within the stadium.
“While the action on the pitch will always take centre stage, the fans play such an important part in making these occasions special,” said Caroline Cummins, Sponsorship Manager at Aviva Ireland.
“Their passion, energy and support are a huge part of any matchday experience.”
“We’ve seen through Best Seats in the House how much it means to people to have the opportunity to experience a big game in a special way.”
“The Aviva Fan Studio takes that experience even further, giving supporters a dedicated space at Aviva Stadium to enjoy the atmosphere and create memories of their own.”
Joe McCarthy said the concept reflected the role supporters play in creating the atmosphere around major international fixtures.
“Aviva Stadium is such a special place for our team to play. The atmosphere on matchday is incredible, and the fans are such a huge part of creating it.
“The Aviva Fan Studio gives supporters a new way to be at the heart of the game. Fans give us so much support every time we take to the pitch, so it’s great to see something like this created especially for them.”
Sport for Business Perspective
The Fan Studio is a natural evolution of Aviva’s sponsorship of Irish rugby, Irish football and the stadium that carries its name.
Naming rights deliver scale and visibility, but the stronger sponsorship programmes increasingly look for ways to turn that association into something supporters can experience directly.
The Fan Studio gives Aviva another owned matchday asset through which it can run competitions, host consumers and partners, generate social content and create a sense of access that goes beyond simply having a logo in view.
The strongest measure of success will be whether access to the Fan Studio becomes something supporters actively want to win. If it does, Aviva will have created a new piece of sponsorship inventory with value well beyond the room itself.
Aviva Ireland, the Aviva Stadium, the IRFU and the FAI are full members of the Sport for Business community of sporting, business, and state organisations.
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Image Credit: Aviva Ireland and Inpho.ie Dan Sheridan
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