In 2024, SSE Airtricity continued its ground-breaking partnership with LGBT Ireland and the League of Ireland (LOI) to foster inclusivity in sport through its LGBT+ Takeover campaign. This marked the second annual iteration of the initiative, aiming to promote the National LGBT+ Helpline which has been fully funded by SSE Airtricity since 2022, while addressing the long-standing issue of LGBT+ representation within football.
The 2024 campaign was designed to ensure both visibility and participation, building on the momentum from the previous year. A key creative element was the use of football jerseys, arranged in dressing rooms to visually form the helpline number. This simple but highly effective visual became the campaign’s central symbol, featured across digital, social media, and in-stadium activations.
SSE Airtricity’s commitment to inclusivity went beyond raising awareness—it created meaningful engagement with football clubs and their fanbases. Educational evenings equipped club representatives with tools to promote allyship in their communities. Coupled with physical assets like rainbow corner flags and captains’ armbands, these efforts reinforced inclusivity during high-profile League of Ireland matches.
The 2024 LGBT+ Takeover is a powerful example of how sport can be a platform for social change, integrating the LGBT+ helpline across jerseys, stadiums, and digital channels. Calls to the LGBT+ helpline increased by 17.5% this year due to SSE Airtricity’s commitment to inclusivity, which is at the heart of their values, reinforcing their role as a leader in promoting diversity within sport and society.
