Aer Lingus’s (AL) sponsorship of the Pittsburgh Steelers marked a milestone in transatlantic sport and cultural connection. AL utilised its partnership with the Steelers to help cut through in an increasingly competitive landscape in Europe, driving brand affinity and consideration at a core and important time for the business.
Aer Lingus (AL) wanted to reinforce its leadership as the transatlantic connector between Europe and North America. With a need to also deepen the emotional connection between the brand and our domestic and European audiences, the role of this sponsorship was to be culturally relevant, strengthen our brand visibility in Ireland and Europe and showcase AL as a leader in connecting Europe and North America.
A robust and strategic marketing mix was implemented across experiential, digital, PR, social and in-stadium channels – and it certainly delivered, with independent, post-game research showing that 63% of those aware of the sponsorship had a more positive opinion of AL and 52% would choose AL over competitors for U.S. flights. On top of that, over 4 million social impressions were generated, including AL’s highest-performing organic post ever.
This partnership didn’t just connect fans – it connected nations – and was a true showcase of the powerful impact of sports sponsorship.
