Aer Lingus’ (AL) title sponsorship of the Aer Lingus College Football Classic is more than a sponsorship, but an event that has become a hugely-anticipated staple of the Irish sporting and social calendar.
For AL, it truly is more than sport: it is an event that allows us to address core business challenges and objectives as we operate in a highly competitive aviation market, where differentiation is critical. Core to success was driving brand consideration, awareness and preference among European and North American consumers, and to reinforce AL’s role as a gateway to both Europe and the US via Dublin.
With increased competition in the European market, it was vital that the 2025 Classic went bigger and better than ever before – not only to drive business objectives, but to ensure that this event remained as one of the summer highlights.
Through a fully integrated activation, we combined premium broadcast placements with a dramatic A330 flyover. Extensive in-stadium branding and a content-first social strategy amplified our presence across Europe and the U.S., while gameday activations and immersive experiences ensured the fan was put first so they left the game feeling that they had indeed attended the event of the year.
The event delivered across all key metrics from sell out, to visitors, to viewership. It boosted the economy with a projected €130M impact and became a showcase of European excellence in event delivery, hospitality, and brand engagement – delivering the highest-ever U.S. search volume for AL on the day.
