In 2021, Cadbury launched a strategic sponsorship with the FAI as the Women’s National Team (WNT) snack sponsor, aiming to enhance revenue and brand reputation in Ireland. The 2023 World Cup Finals qualification offered a prime opportunity to elevate visibility and public engagement through the national broadcaster, RTÉ, and their extensive coverage. The campaign’s core message, “Become a Supporter & A Half,” urged the Irish public to passionately back women’s football, aligning with Cadbury’s commitment to generosity.
The comprehensive 360-degree media strategy included bespoke TV sponsorship stings, a dedicated podcast, and innovative placements in the RTÉ Guide, marking a media first. Social media support and out-of-home advertising further drove awareness and engagement. Then, PR activations included social media drops, paid collaborations, on-street sampling and a bespoke anthem created just for the tournament.
All of this required collaborative efforts from Core Sponsorship, Spark Foundry, RTÉ, The Public House and Fleishman Hillard to ensure a successful execution.
Results exceeded expectations: nearly half the Irish population was exposed to the TV sponsorship and on RTÉ Player the Ireland vs. Australia match became the second most live-streamed event in the history of the platform. Brand awareness surged, with 74% recognition among regular viewers. Post-tournament, consideration for Cadbury rose by 4 percentage points, and revenue increased by 23%. This successful partnership not only strengthened Cadbury’s position as a key supporter of women’s football but also set the stage for future sponsorships later in 2023 and into 2024, including the Nations League and Euro 2025 Qualifiers.
