AIG have been sponsors of Dublin GAA (football, hurling, ladies’ football, camogie) since November 2013 who are one of the largest sporting organisations in Ireland. AIG were the first brands in Ireland to take over the sponsorship of all four codes, showcasing the brand’s support for both male and female sport in Ireland. Dublin GAA boasts over 150,000 members and a fan based of 1.5 million people, making it one of the most supported and high-profile sports teams in Ireland.
AIG was tasked to make the sponsorship work harder for the business and the partnership especially after 2 challenging years during Covid 19.
The AIG marketing team was tasked with challenges and objectives to make the sponsorship work for the business and brand and we did that using the assets available to us through our strong partnerships. This resulted in looking more deeply and creatively at sponsorship assets to help activate, support our partners, and maintain visibility and value to achieve set objectives. By leveraging the portfolio sponsorship assets, a plan, strategy and innovative ATL and BTL marketing campaign was developed to align and coordinate all sponsorship activations into one powerful and strong message directly linked back to business, brand, societal and sponsorship objectives.
AIG made a massive strategic decision to sponsor Dublin GAA and it has reaped equally massive and tangible business rewards.