Electric Ireland is in the unique position of being the only top line sponsor of the GAA with an active presence at Croke Park on both the All Ireland Hurling and Football Championship finals.
Its sponsorship of the Minor Championship in both codes has been in place since 2006 and is part of a wider relationship between the GAA and ESB who hold the position of official energy partner to the association.
This year’s partnership has focused very strongly on the players themselves and the challenges that face teenagers as they approach their leaving cert and are juggling with multiple demands on their time and concentration.
Involvement
“We wanted to make the Championships better because of our involvement,” said Sean Walsh, PR and Sponsorship Manager with Electric Ireland speaking to us yesterday.
“Brand awareness for Electric Ireland is important but we have also seen it as central to promote the effort and dedication that the players put in to representing their county at such a young age.”
“The #PoweringMinors campaign was about asking the individuals within each county group that made it to their provincial final to nominate one from among their squad for recognition.”
“Sometimes that was a natural leader, sometimes the guy that was first to every training session and last to leave because of wanting to put in that one last kick or puck of the ball.”
Challenging
“The lads are going through such an important and challenging time. There is the pressure of becoming adults and making their own choices, the added stress for many of their Leaving Cert or A Level exams, and the time commitment needed to play hurling and football to such a high level as to step out on a Sunday in September at Croke Park.”
With three of the four Senior teams in this year’s finals doubling up with representation in the minor game it is hoped that there will be a special effort to get to Croke Park early this Sunday and two weeks hence so as to give them as big a support as they deserve.
Limerick have been starved of success at the highest level and their presence in the Hurling final this coming Sunday will draw a big crowd from the mid west while Kilkenny are back looking to complete a double.
Commitment
Later today Electric Ireland will release two short films following the lives and the commitment made by one player from each of the teams. It tracks them through training, and at home with those who have shaped their lives to date.
They are strong films and back up the theme outlined in the mainstream TV ad produced for this year’s sponsorship and shown below.
Electric Ireland is one of the largest brands appealing to consumers in Ireland and is an active supporter of sport through the GAA, the Irish Olympic teams and Hockey. It does not do so lightly and always contributes to the wider reach and hold that sport can generate.
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Image credit: Sportsfile / Paul Mohan
