Bank of Ireland leveraged its unrivaled rugby sponsorship portfolio — spanning all four Irish provinces and the national team — to engage fans and drive first-choice brand consideration.
In a highly competitive category with new entrants and changing dynamics, Bank of Ireland needed to leverage its sponsorships to grow first-choice brand consideration.
We set out to create a platform that would connect our rugby sponsorships together and be additive to the sport by supporting the grassroots of the game. In doing so, we wanted to increase sponsorship association, which in turn would drive 1st choice brand consideration.
The “Never Stop Competing Challenge” was designed to deepen our grassroots engagement. In partnership with Connacht, Leinster, Munster, and Ulster Rugby, we invited local clubs to enter a catching challenge for a chance to win one of four €10,000 prize funds. The competition unfolded in three phases: regional blitzes, high-profile semi-finals during URC and EPCR match halftimes, and provincial finals played in front of packed stadiums. Over 90 teams registered, with 35 competing in blitzes and four clubs ultimately winning €10,000 each to reinvest in their communities.
The campaign was amplified through a powerful mix of paid, owned, and earned media, including social content, radio, podcasts, and provincial rugby owned channels.
The results were exceptional: Our sponsorship association rose to a record high during H1 2025, far exceeding our target for the campaign. First-choice brand consideration reached a four-year high during this period, with consideration amongst those aware of our rugby sponsorships performing particularly strongly.
