Bord Gáis Energy has launched a striking new campaign celebrating the spirit of hurling, headlined by Wexford hurling star Lee Chin and comedy duo The 2 Johnnies.

Titled It’s All Heating Up, the campaign kicks off on Monday and marks a bold creative shift for the company as it enters its 16th year as sponsor of the GAA All-Ireland Senior Hurling Championship.

A television commercial featuring a humorous face-off between Chin and The 2 Johnnies is at the heart of the nationwide campaign.

Developed in collaboration with creative agency The Tenth Man, the campaign brings a fresh, cinematic approach to the sponsorship.

Known for their culture-first storytelling, the Dublin and London based agency aimed to reflect the raw passion of hurling and the shared humour surrounding the game.

“This campaign transcends energy—it’s about genuine connection,” said Meadhbh Quinn, Marketing Director at Bord Gáis Energy. “Our sponsorship of the GAA Hurling Championship stems from profound respect for the communities, players and supporters who make this sport extraordinary. Working with The Tenth Man, we’ve created something bold and entertaining that authentically captures hurling’s essence.”

“Hurling isn’t merely a game—it’s a cultural phenomenon,” added Ken Robertson, CEO of The Tenth Man.

“We wanted to honour that passion whilst delivering something unexpected and entertaining. This collaboration with Bord Gáis Energy has been a brilliant opportunity to achieve precisely that.”

The campaign will roll out on television, social media, digital platforms, out-of-home advertising, and in-stadium displays throughout the championship season.

Additional activations are also planned to deepen fan engagement and spotlight the grassroots communities that keep the sport thriving.

 

Further Reading for Sport for Business members:

Check out Sport for Business coverage of  Sponsorship

 

SPORT FOR BUSINESS PERSPECTIVE

It’s certainly different and will make a splash, pardon the pun.  

WHAT’S UP NEXT?

The ads will start to air after this weekend.

MEMBERSHIP AND EVENTS

Bord Gais Energy and the GAA is among the 300+ members of the Sport for Business community, which includes all of the leading sports and sponsors, as well as commercial and state agencies, individuals interested in our world, and an increasing number from beyond these shores taking a keen interest in Ireland.

Our GAA Coverage is supported by AIB

Find out more about becoming a member today.

Get the full benefit of a Sport for Business membership by joining us at one of our upcoming events, where sporting and business leadership come together.

Or sign up for our twice-daily bulletins to get a flavour of the material we cover.

Sign up for our News Bulletins here.