Two years ago the FAI delivered a media campaign promoting the Republic of Ireland Women’s team for matches to be played as part of qualifying for next summer’s Euro’s.

Record crowds attended the games at Tallaght Stadium and the foundations of a strong base of support for the team were laid.

This week there has been a sea change in how the games are being promoted with key sponsors stepping up and putting the team front and centre stage.

Billboards are visible in high traffic areas all across Dublin highlighting the ‘Believe’ message of Sky Ireland’s primary partnership with the team.

That is being backed up online by takeovers of sport and general media pages by Cadbury with the message that “A Player and a Half Deserves a Glass and a Half of Support.”

Full-page advertising and editorial coverage are spread across the print and online media ahead of tonight’s home tie against Slovakia which will be televised live on RTÉ and will also attract a new record attendance with over 6,000 tickets sold 48 hours in advance.

It was important for the FAI to back the team with a targeted campaign in 2019. It is even more beneficial that this is now being done organically by brands that want to be part of the glow around the team.

We saw the huge positive impact that Lidl’s involvement with Ladies Gaelic Football had and this is now being replicated by brands including Sky, Cadbury, Aviva, and others getting behind the Women’s National Team.


Sport for Business Perspective

Cant’s See, Can’t Be. The power of sponsors and advertisers moving beyond the core support for a particular sport is instrumental in change. This snapshot of how that willingness to promote has moved from the FAI to the sponsors is an important one.



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