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 purpose-led sponsorship, 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 successfully driven brand awareness for SSEA for 12 years.
In 2021, it was clear that the sponsorship needed revitalisation. With this, a significant opportunity had been presented: To develop a purpose-led sponsorship and marry the new strategic ambition of the FAI and the core sustainability purpose of SSEA.
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 truly transformative, utilising all the successful 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.