Shamrock Rovers have revealed the creative thinking behind What It Means To Us, the animated film supporting their 2027 season ticket campaign.
It has attracted more than half a million views and contributed to a sharp rise in ticket sales.
The film traces the club’s journey from Milltown through the years without a permanent home to Tallaght Stadium, following a father and son as their love of Rovers passes from one generation to the next.
It is a story of family, community, and belonging, designed to resonate with lifelong supporters while introducing new fans to the club’s culture.
UK-based illustrator Nick Murray Willis was commissioned to bring the story to life, and Rovers consciously chose hand-drawn animation rather than AI-generated imagery.
Sport for Business made the same decision for our Sport and Creativity Conference last month, commissioning Irish artist Eoin Brady to produce a montage used on the cinema screen at the Lighthouse and on materials around the event.
Willis worked from an extensive archive of photographs, video footage and defining moments in the club’s history, completing the project in around two months.
The response has been impressive, with supporters recognising their own family experiences in the film and the wider football community embracing its message.
In its first three days, What It Means To Us generated more than 500,000 views across the club’s social channels.
More importantly from a commercial perspective, season ticket sales have climbed from approximately 3,000 following the renewal window to just under 4,000 since the film launched on Monday.
Sport for Business Perspective
There is a lesson here for sporting organisations and sponsors about the commercial value of knowing your audience and understanding what genuinely connects them to a club.
Emotion is intrinsic to sport, but sometimes it can be tough to catch. For me, the moment was the empty seat, even though I guessed what the next scene would be.
Another win for the imagination that goes into promoting the League of Ireland.
Shamrock Rovers are full members of the Sport for Business Community. If you would like to join them and see your organisation in our content, on our stages, and in the daily conversation around the commercial world of Irish Sport, email us today and let’s see what is possible.
Image Credit: Shamrock Rovers
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