The Littlewoods Ireland Camogie Leagues get underway this weekend and have been launched this morning after a nerve-wracking week, but one which put the sport and the brand firmly in a spotlight of publicity.
2021 marks the 5th year of the title sponsorship, with Littlewoods Ireland investing more than ever to raise the exposure of the game. This year they will showcase the heroes of Camogie on Irish television with TV, Print and Radio advertisements.
The TV ad features Katie Power, Amy O’Connor, Galway’s Heather Cooney, and Waterford’s Niamh Rockett. It is the first time that the brand has featured an exclusive Camogie ad as part of its mainstream offering and it can only be of benefit in terms of getting the public more familiar with the stars.
A major part of the recent surge in interest in ladies Football came from Lidl doing likewise with that sport and Littlewoods as a brand is one with great youth credentials so it could be even more of a winner.
High energy, smiling faces and top-class skill, how could you not be smitten by that.
Going one step further Littlewoods also commissioned research to see where the baseline of popular sport is for the game and a first step in seeing how that can be raised.
The stark facts to emerge were that 89 per cent of the general population cannot name a current inter-county Camogie player.
The lack of exposure of Camogie affects people in Ireland’s understanding and knowledge of the game and its players. This has led to an undeniable lack of connection with the sport, which Littlewoods Ireland is determined to address.
Introducing the research Littlewoods Sponsorship lead Pippa Doyle said that “The Camogie players that take to the field do so having lived and breathed the game for most of their lives, they are athletes of immense skill, talent, substance, and strength. They are the heroes of the sport who have mastered a game like few before them but the lack of exposure for the game, in general, has rendered them invisible to many across the country.”
Watch our Sport for Business daily Interview with Pippa Doyle here.
Although 66 per cent of adults in Ireland have watched a sporting event in the last 12 months only 19 per cent of adults in Ireland have watched a Camogie game in that same time period.
In more positive news, the research conducted by Littlewoods Ireland revealed that 38 per cent of adults would be interested in watching an inter-county Camogie game in the next 12 months.
Littlewoods Ireland is determined to make a change and they are calling on the nation to give Camogie a go and stream an upcoming game. For those that want to get in on the action, support their county and the players, both Littlewoods Ireland and the Camogie Association will be live streaming a number of games throughout the Leagues for free across @LWI_GAA Twitter and Camogie Association’s YouTube.
“It’s been a tricky few weeks in the lead up to the launch of the Leagues but it has been great to have Littlewoods Ireland 100 per cent committed to Camogie,” said Littlewoods Ireland Ambassador and Cork’s Amy O’Connor.
“I can’t say I am surprised at the research results, as Camogie players we face a number of barriers one of them being the lack of awareness and knowledge of the sport.”
“Ultimately, we want to show Camogie for the great sport it is to the young girls growing up and the rest of the country. I am hoping these research results shock people into realising that we need more people to watch and support the games.”
“This is our fifth year as title sponsor of the Littlewoods Ireland Camogie Leagues and over those years we have worked to help give Camogie and the players support they deserve,” said Littlewoods Ireland Managing Director Rossa Butler.
“Our objective is to showcase Camogie for the spectacle that it is and inspire people to get behind the sport and the players. We were delighted to see the uptick in Irish people’s interest in watching Camogie this season and we hope that further exposure to the game will lead to a new group of fans the sport needs and in turn a greater connection with Camogie across the board.”
“I am very excited about the commencement of the 2021 Littlewoods Ireland Camogie Leagues and to see our game back on the pitch,” said Camogie Association President Hilda Breslin.
“After a challenging start to the year for everyone, I know all of our members are looking forward to witnessing entertaining matches across all four Leagues. I want to acknowledge the work of our players, volunteers, and the county boards for their ongoing support in ensuring a safe playing environment.”
The Littlewoods Ireland Camogie Leagues are kicking off Saturday 15th of May with All-Ireland champions Kilkenny, last year’s finalists Galway and Cork who’ll have home advantage all in action on the opening weekend, with the finals scheduled for the weekend of the 19th/20th June.
For exclusive content, behind the scenes action and access to exclusive competitions, follow Littlewoods Ireland GAA and #StyleOfPlay on YouTube, Facebook, Instagram, Twitter and on blog.littlewoodsireland.ie.
Littlewoods Ireland and the Camogie Association are among more than 250+ members of the Sport for Business network of sporting and business organisations working together across a number of key areas.
Sport for Business Partners
