Lidl’s announcement of a €1.5 million campaign of #SeriousSupport for Ladies Gaelic Football was one of the highlights of 2016 to date. The campaign has placed the stars of the sport front and centre stage on TV advertising such as below, in posters and in store.
Today to mark International Women’s Day the brand has produced a special video turning the spotlight on the serious commitment of players like Doctor and Dublin star Noelle Healy who tells viewers to “not listen to anyone who tells you you can only do one thing.”
The campaign has been delivering at local level as well through 145 stores up and down the Republic of Ireland.
Over the past four weeks shoppers have been invited to nominate a local post primary school to receive kit and gear that will be valued at around €1,500 per school. And there will be one of these given out from every store, making an investment in real and beneficial terms of almost €250,000.
Targeting players at school age and showing them that sport is just as much for them as their brothers is a key element of changing the way in which women playing sport is perceived and this is a campaign that is doing exactly that.
It will be good for business as well, the key being that the commitment is real and very visible in store.
“This is the first time we have promoted such an initiative in our stores and the feedback we are getting from around the country is that it is very well received,” said Lidl Sponsorship Manager Jennifer Gleeson speaking to Sport for Business yesterday.
“The weight of the media campaign has ensured that people see how strong it is to be a sporting player at the highest and every other level.”
“It’s working across the sport as well with news reaching us of at least two inter-county teams signing new or renewed commercial deals within weeks of the campaign starting.”
Every member of the LGFA will be receiving a welcome pack outlining our commitment to their sport and including vouchers which they can use in store. These are being distributed through clubs and county boards right now and will raise awareness again of how proud we are to be involved.”
“Later in the year we will have a Cash for Clubs initiative running in store and we will also be supporting the push to get people out to watch these stars.”
“It is an ambition to have an attendance of 40,000 at Croke Park in September for the final of the All Ireland Championships and we will be helping to make that happen.”
“It would be another European record for spectator attendance at a Women’s sporting event, and this is still just year one of what is a three year deal.”
“We will also be promoting Gaelic for Mothers and Others during the summer looking to extend the engagement with football through the generations.”
It is a great campaign, delivered well at every level and is a model of how smart brands can identify an opportunity in sport to make a difference to society as well as their own bottom line.
