Last year Sky invited Ireland to #Outbelieve, a rallying call to support our Women’s National Football Team to reach unprecedented heights. The nation responded and so did the team, smashing all records, while sending Ireland to our first ever Women’s World Cup. But in 2023, people were starting to talk about this team and brands were jumping on the bandwagon. How were Sky going to top 2022?
We decided we needed to out-do 2022. In this inaugural World Cup Year Sky had to be the loudest and proudest supporter of this team. We pivoted our focus to the special relationship between this team and their fans. We even gave one lucky fan the chance to head to the World Cup in Australia courtesy of Sky VIP. We built huge fan anticipation – not just in Ireland but in Australia as well, where we were able to capture the excitement on the ground and broadcast it home.
And… it worked. The Irish Nation got behind our Women’s National Team. We out-did our previous sponsorship awareness figures in a much more crowded environment. We out-matched our previous fan levels, with the country fully supporting the team. We out-viewed all previous games with record audience levels for each match. We out-grew the number of attendees at home games, with 35,944 showing up to the Aviva Stadium for the first match after the World Cup. Sky’s sponsorship of the Women’s National Team OUTBELIEVED like never before.
