One year on from the launch of its boldest visibility campaign yet for women in sport, Lidl Ireland has announced the sale of over 13 million cartons of milk featuring inter-county LGFA players, boosting awareness and support for Ladies Gaelic Football.

Launched in July 2024, the initiative transformed the packaging of four of Lidl’s best-selling milk products into platforms for showcasing Ireland’s top LGFA talent.

Produced in Sligo by Irish supplier Aurivo, the cartons brought female athletes directly into homes across the country, onto breakfast tables, into fridges, and into the daily lives of millions of families.

The campaign was a direct response to Lidl-commissioned research which revealed that fewer than 1 in 10 Irish people could name a female Irish sporting star. The retailer set out to change that, using everyday items as powerful tools to normalise female sporting excellence and inspire the next generation of athletes.

Now, as the TG4 All-Ireland Ladies Football Finals approach this Sunday, Lidl is calling on the public to get behind the players once again—this time in the stands of Croke Park.

Speaking ahead of the Finals, Eimear O’Sullivan, Corporate Affairs Director at Lidl Ireland & Northern Ireland, said:

“Following record-breaking attendances at the Men’s Finals, we want to see the same energy and passion directed towards the incredible women competing this weekend.”

“We’ve championed these athletes year-round through initiatives like our milk carton campaign so that, when they step out onto the pitch, fans know their names and appreciate their talents. These players deserve roaring crowds and packed stands—they’re representing their counties at the highest level.”

The Finals triple-header will see Antrim face Louth in the Junior final (11:45am), Laois take on Tyrone in the Intermediate final (1:45pm), and Dublin go head-to-head with Meath in the Senior decider (4:15pm). All matches take place on Sunday, August 3rd at Croke Park.

To enhance the matchday experience, Lidl is hosting a vibrant Fan Zone at the Cusack Stand, offering live music, face painting, interactive games, healthy snacks, and giveaways—creating a fun and family-friendly celebration of the sport.

Tickets for the day, giving access to all three games, are priced at €30 for adults and €15 for juveniles, students, and OAPs, available via Ticketmaster, as well as other outlets.

For fans unable to attend in person, Peil na mBan Beo will be broadcast through the day on TG4, and streamed live on the TG4 Player and app.

Over the past decade, Lidl has invested more than €10 million in Ladies Gaelic Football and continues to lead the way in driving attendance and recognition through its ‘Get Behind the Fight’ campaign.

Research conducted earlier this year underlines the importance of visibility: 42% of Irish adults say they are more likely to attend women’s games if a high-profile player is involved, while 43% cite a lack of player recognition as a barrier—up from 33% in 2023.

Among inter-county players, 58% believe raising the profile of the sport is the most meaningful impact they can make, a belief Lidl continues to back with action, innovation, and commitment.

 

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WHAT’S UP NEXT?

Sport for Business is in planning for a number of major events bringing together leaders in Irish Sport and Business across a range of subjects in the second half of the year.

On Thursday, August 28th we will host a special event looking at Future Proofing Irish Sport including the use of AI in sport. Then in September we will host our Annual Children in Sport Conference, in October, our Annual Sport for Social Good Event, in November a new event focused on Sustainability in Sport and in December our 12th Annual Women in Sport Conference, in partnership with Lidl.

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