The migration of sponsorship from branding to storytelling has been an unstoppable movement for those at the head of the game in the past two years. The ability to place your brand as a realistic part of the way in which fans associate their relationship to their sport and their team is where more imagination has gone than probably any other area of marketing.
AIG has had a big year as sponsor of the Irish win in Chicago over the All Blacks in what would have been described five years ago as a manufactured event outside the normal rhythm of the sport but which is now a part of history.
The day to day involvement though in Ireland is through the association with Dublin GAA. Back to back All Irelands and video series getting behind the scenes of players lives have been a key component in driving real value for the brand and as we draw to the close of a year in which history has been a vital part of the national story celebrating the 1916 centenary that have kept one trick up their sleeve.
Yesterday they released the first video of a three-part mini documentary series, ‘Playing for Dublin and Fighting for Ireland’. The short series focuses on three individuals; Frank Burke, Tilly Simpson and Charlie McMahon, who each represented Dublin at inter county level in Gaelic Games, but who also fought for independence in Ireland in 1916.
Throughout last night this kept popping into a variety of streams from sports clubs I am a member off or follow on social media. It was not a seeded campaign. It was a genuine sharing of great stories, well told that are of interest to fans.
The first video tells the story of Frank Burke who studied under Padraig Pearse at St. Enda’s School, travelled into the GPO with Pearse by tram on Easter Monday, 1916.
Rising
After the Rising, Frank would become arguably Dublin’s greatest ever player, winning two All-Ireland hurling titles and three in football. On Bloody Sunday, while playing for Dublin, Burke who was being marked by Michael Hogan, was shot by British forces.
The second video will feature Tilly Simpson, a Dublin Camogie player and revolutionary who fought for her community and her country. As a member of Cumann na mBan, Tilly performed nursing duties in the GPO during the Easter Rising.
The third and final video, to be released over the coming days covers the life of Charlie McMahon. Charlie has one of the most remarkable stories in Irish sport. He survived a gunshot wound to the head, and battled back to win an All-Ireland hurling title with Dublin in 1938, the last time Dublin lifted the Liam McCarthy cup.
Cahill
The ‘Playing for Dublin and Fighting for Ireland’ series was produced by Paul Cahill and narrated by his father Des. It includes interviews with Eanna de Burca, Son of Frank Burke, Dublin GAA Historian, Jimmy Wren and legendary commentator, Mícheál Ó’Muircheartaigh as well as many others.
Research for the three pieces was conducted by Conor Murphy, who also acted as assistant producer.
“As well as the support we offer to Dublin GAA on the pitch, we are delighted to be offering support of a different nature to the Dublin GAA community by supplying information of a historical, educational and cultural nature through making this series possible,” said Declan O’Rourke, General Manager of AIG Ireland.
“We hope these videos give an insight to the unique and interesting stories of past Dublin GAA players.”
