Over the last 3 years AIB established themselves not just as the leading sponsor of GAA but the leading sport sponsor in Ireland. The best teams do not rest on their laurels. With the overall objective for sponsorship being to grow brand affinity and awareness, the 2017 challenge was to leverage AIB’s GAA sponsorships to engage an wider non-GAA audience whilst demonstrating the brand’s understanding of GAA to hard-core fans. Maximising the PR opportunity and amplifying each of AIB’s activations across all platforms, both paid and owned was a key tool in engaging the diverse and varied target audience.
