AIB’s GAA sponsorship is the brand’s key brand engagement tool. To date, sponsorship had focused on driving postrecession brand rehabilitation. However, having returned to profit in 2015 and faced with the first IPO following the Government bailout, AIB’s sponsorship was under increasing scrutiny to deliver commercial returns. To deliver this and engage not just GAA fans, but a wider audience; and with a particular focus on winning market share for the online wallet from fierce competition, AIB decided to turn from “Bank to Broadcaster”, creating entertaining content people would want to watch to drive new audiences to AIB’s owned channels.
