Sure and the GAA have announced a three-year partnership as the ‘Official Statistics Partner’ of the GAA.
Sure will present in-game and player statistics bringing deeper understanding to fans on TV and in-stadia, throughout the GAA championships.
Both Liberty Insurance and PwC have used varying elements of statistics output in their own partnerships in recent years but this will be similar in some ways to the way that Accenture and 6 Nations Rugby present ‘in game’ statistics.
The difference there is that Accenture are producing the data, something that Sure will just be attaching their brand to.
It will be interesting to look in a little more detail at where the data is coming from though it is already notable that the Association has secured a value for the right to brand what has largely up to now been almost ‘open source’ in terms of what various suppliers would generate.
Data on players has been subject to some conflicting claims in the cash rich soccer world but the standard has been to cover off the ownership of data relating to the teams in the teams.
To celebrate the new partnership, Sure will launch a new marketing campaign, unlocking the stories behind the GAA’s statistics.
‘Life’s a Game, #MakeYourMove,’ will feature Cian O’Sullivan and Michael Fennelly, pictured above and will feature in retail outlets, on billboards and screens across Ireland over the coming months.
“It’s incredibly exciting to be a partner of the GAA for this, the first partnership of its kind,” said Nick Johnson, Managing Director of Unilever Ireland.
“We are committed to being a partner that adds value and connects meaningfully with today’s passionate GAA communities across Ireland.”
“Sure’s goal is to get Irish people moving and in this campaign we’re encouraging people to do so, in their own individual way.”
’Sport is a natural fit for an antiperspirant brand and we’re proud to stand side-by-side with an incredible organisation, and its fans, because GAA exemplifies a truly Irish way of life.”
Our campaign line, “Life’s a Game Make Your Move”, brings the excitement of the game and everyday life together.”
“In every village, town and city throughout the country there is a GAA club – a beating heart of movement. It’s a privilege to have our brand at the centre of this.’’
Sure is part of Unilever’s extensive personal care portfolio, and the brand has an existing high-profile sponsorship deals with sporting outlets, companies and organisations around the world such as Formula One, Sky Sports and The Ashes Series amongst others.
‘’It’s really exciting to have a global company like Unilever as the GAA statistics partner,” added GAA President Aogán Ó Fearghaíl.
“Sure deodorant is already one of the most popular brands in Ireland and we’re confident that this partnership will deepen the brand’s relationship with the GAA community and fanbase.”
“Unilever is hugely ambitious and has very smart sponsorship activation plans which we’re very excited to be part of.”
“We’re confident that Sure’s activity with us will enhance the fan’s experience throughout the championship.”
