As Ireland’s largest provider of 100% green energy, SSE Airtricity (SSEA) is committed to supporting customers and communities to build a cleaner, greener world. A sponsorship grounded in content, A Common Goal, aimed to amplify the League sponsorships while inspiring the Irish football community to take action towards building a greener world.
Through the Core National Sponsorship Index we identified our sponsorship portfolio as a significant opportunity to provide the differentiation needed to set SSEA apart. SSEA’s long term sponsorship of the Men’s football leagues in Ireland has driven brand awareness for SSEA for 12 years, but it was clear that the sponsorship needed revitalisation. With this, a significant opportunity had been presented: Marry the new strategic ambition of the FAI and the core sustainability purpose of SSEA, supported by the effective use of content.
We explored how we could take this sponsorship to the next level, building a platform which would not only deliver awareness but would help SSEA stand out from competitors, prompting a greater degree of brand consideration.
Our idea would see SSE Airtricity unite the league communities behind A Common Goal. In this, SSE Airtricity would be the facilitator, motivator, educator and enabler as league communities became a powerful collective voice in shaping a better future for everyone.
This campaign was transformative, utilising all the success in putting sustainability at the heart of the football community across Ireland. Results included 12 new club sustainability initiatives such as: transport, recycling facilities, community litter programmes, transport and biodiversity.
