Energia’s Rugby for All initiative is a bold sponsorship platform that breaks down barriers and opens rugby to everyone, regardless of physical or learning differences. In a sport often viewed as exclusive, we set out to prove that rugby truly is for all.
Our research uncovered a lack of visibility and support for inclusive rugby. In response, we launched a multi-layered activation that included inclusive blitzes with over 55 teams, sensory rooms at matches, and the introduction of Hidden Disabilities Sunflower lanyards across major stadiums. We spotlighted mixed ability teams and appointed Andrew McCarthy, who has Down syndrome, as Leinster Rugby’s Culture Captain. His story inspired fans and players alike.
This initiative focused on both visibility and participation. We aimed to grow inclusive teams from 26 to 28, increase attendance by 5 percent, and engage 1,000 individuals. With strong staff involvement, ambassador support, and targeted campaigns, we met our goals and built a sustainable model for clubs.
Rugby for All achieved 29% awareness in just 18 months, outperforming legacy sponsorships. It reversed negative sentiment toward both rugby and the energy sector, delivering a 17% consideration/switcher rate among those aware of the initiative. Energia is now one of Ireland’s top 4 rugby sponsors, despite being significantly outspent by other sponsors.
This is a long-term commitment. With vision-impaired matches and audio description services on the horizon, Rugby for All continues to redefine inclusion in sport and set a new standard for inclusivity in sponsorship.
