Rockshore has launched a high-profile campaign aimed at putting the League of Ireland firmly in the national spotlight this summer.
At the heart of the campaign is a new television advertisement featuring Irish football legend Roy Keane, returning to his roots in Cork to reflect on his early days in domestic football with Cobh Ramblers.
Directed by award-winning Irish filmmaker Declan Lowney — best known for his work on Father Ted and Ted Lasso, the TV spot is an instant classic.
The film is part of a broader multi-channel campaign designed to raise the profile of the LOI and energise fans around the country.
“Collaborating with Rockshore and the LOI on this campaign was fantastic,” said Lowney. “Rockshore’s clear vision for championing Irish football resonated deeply, allowing us to create something authentic that connects Roy Keane with his roots in Cork and the passionate fans who make the domestic game so special.”
The new content forms a centrepiece of Rockshore’s summer-long celebration of the LOI, which kicked off in May with a bold creative push across social media, print, and digital out-of-home (OOH) platforms.
Using the tagline “They Think It’s All Over… It’s Only Kicking Off in the League of Ireland,” the campaign was deliberately timed to coincide with the end of domestic football seasons across Europe.
Strategically placed ads at travel hubs, such as Dublin Airport, Dublin Port, and Rosslare Harbour, targeted returning fans with a clear message: Irish football doesn’t stop when summer arrives; it comes into its own.
Anne Zahan, Head of Beer at Diageo Ireland, the parent company of Rockshore, said the brand sees a significant opportunity to promote the LOI as a world-class sporting product.
“Rockshore believes in the power of Irish football and the passion of its fans,” she said. “This campaign is about celebrating world-class, Irish football right on our doorstep, reminding everyone that this is a league of our own.”
The campaign is the latest activation in a four-year partnership between Rockshore and the League of Ireland, announced earlier this year.
As the official beer and official alcohol-free beer of the LOI, Rockshore and Rockshore 0.0 have committed to a long-term strategy that not only highlights the quality of football on offer, but also the deep connection between clubs, players, and fans.
Further activations and fan engagement events are planned throughout the summer, aimed at bringing supporters closer to the game than ever before.
These will include matchday promotions, on-the-ground activations at LOI venues, and additional content that celebrates the stories, personalities, and communities that make the league what it is.
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