It’s the All Ireland Men’s Football Final weekend, the biggest event in the Irish sporting calendar and the one that regularly tops the annual chart as our most watched sporting event.

This year produces a unique pairing with Mayo looking to end their famine and Tyrone looking to complete a remarkable comeback from having ‘withdrawn’ from the Championship in protest over not being enough time to recover from a Covid outbreak prior to the semi-final.

As a student of the game, it promises to be a fascinating clash. If they both put up the levels of performance they hit at times during their semi-final upset wins over Dublin and Kerry it will go down to the wire.

The bookmakers agree with both Paddy Power and BoyleSports making the men from the West the favourites but only by the minimum margin of a single point.

With 50 per cent attendance allowed the search for tickets has been more intense than ever. Most have been distributed through GAA clubs, primarily in the competing counties and with a number going to each other county, also to get into fans hands through their clubs.

In terms of sponsorship each of AIB, SuperValu and eir have been long term partners and very much in the groove of producing excellent digital activation that colours the way in which sports fans will see the build-up to the game.

AIB have gone with ‘The Summer is On’ theme which has been visible across much of the online commentary on the game. It has brought Ryan McMenamin and Conor Mortimer together in conversation with Kieran Donaghy to preview the final, following on from the ‘Rivalries Re-ignited’ campaign that did similar with The 2 Johnies at the semi-final stage.

The live content that the brand creates on the day is exceptional, making use of live images from Sportsfile and a social media creation hub that turns around key moments in almost real-time.

A wrap up of the key events will follow shortly after Sam Maguire is lifted on Saturday evening and the content is distributed across all the social media channels.

SuperValu Plays on Community and Inclusion

SuperValu’s sponsorship of the All-Ireland Championship was driven by an original insight that 70 per cent of local sponsorship was going towards local GAA teams in communities around the country.

Peter Keane, the Kerry manager is a local SuperValu franchise owner in Killorglin so they have been close to the touchline throughout.

This year’s theme has been based around the idea of inclusion with the ‘Bring it On’ advert across mainstream media featuring a selection of those within the GAA circle that are in some way different. The phrasing thrown back at those who fail to see beyond a stereotypical picture of Ireland include that ‘they can’t compete like us,’ that ‘they are not built like us,’ and more.

They have extended the campaign through the creation of interview content getting Richie Sadlier to front a series of interviews with each of those that feature in the ad.

The content has been distributed in both long and short-form content and has been a real winner in terms of extending the conversation beyond the game to include important aspects of our coming together as a diverse society.

eir Repurposing

When eir renewed their partnership with the GAA in 2019, running through to the end of next season, they focused on the theme of ‘That One Day’ and the stories along the way that brought fans and players to their own pinnacle of the sport.

Much of their online content has repurposed the piece created then with Cillian O’Connor, despite the fact that he has not been in action this Championship season. It has to be said though that there are rumours in Mayo that he might be named in the match day squad…

eir have also been the sponsors of the Player of the Match on the Day, one of the talking points that secures a very obvious link to the sponsor, especially with the prize being more in tune with time top-end mobile phone and headphones.

We will be watching social through the game on Saturday and will bring you the best of the content in a look back on Monday.

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