Within an industry that is becoming increasingly competitive with new entrants, Bank of Ireland identified rugby as a key driver of brand consideration and made a decisive move to expand its long-standing rugby sponsorship to include the Irish Rugby team in 2023. As rugby is watched by 72% of the Irish population, this strategic alignment with the national team unlocked a new level of cultural relevance, growing the fan base and reinforcing the bank’s role at the heart of Irish life.
The sponsorship announcement, timed with the Men’s Rugby World Cup and supported by a new TTL campaign, delivered a significant uplift in sponsorship awareness, a proven catalyst for brand consideration. However, as 2024 came to an end, the initial momentum began to soften.
In response, Bank of Ireland evolved its strategy. While the TTL campaign continued into H1 2025, the bank shifted focus to a content-first approach, prioritising social activation across owned, rights holder, and media partner channels. They also leveraged a content focused media partnership. This marked a step change, designed to drive deeper engagement and support business objectives, particularly among younger, digitally native audiences.
The results were immediate and measurable. Brand consideration among those aware of the sponsorship increased from the first quarter of the new strategy, validating the power of agile, insight-led activation. By reimagining its approach and doubling down on cultural connection, Bank of Ireland’s rugby sponsorships can be a catalyst for brand growth, relevance and emotional resonance.
