In a year of economic uncertainty and paused brand campaigns, Energia needed a way to maintain visibility and deliver meaningful impact. Rugby for All was our answer. This initiative reimagined our partnerships with Leinster, Connacht, and Irish Rugby by placing social purpose at the heart of our sponsorship strategy.
Research revealed that rugby in Ireland is often perceived as elitist and exclusive. We saw an opportunity to challenge this perception and make the sport more inclusive for individuals with physical and learning differences. Rugby for All introduced sensory rooms at matches, Hidden Disabilities Sunflower lanyards at stadiums, and inclusive blitzes featuring over 55 teams. We amplified these efforts through ambassadors, social content, and staff engagement, with over 30 Energia employees volunteering.
The results were powerful. We achieved 5.6 million brand engagements, 29% awareness for Rugby for All, and a 17% consideration rate among those aware of the initiative, nearly double the national average. With a return of €11.30 for every €1 invested, this sponsorship delivered both social impact and business value.
Rugby for All is not a one-off campaign. It is a five-year commitment to community inclusion and long-term change. Upcoming plans include audio description services and vision-impaired matches at national stadiums. This initiative proves that purpose-driven sponsorship can shift public perception, strengthen brand equity, and create lasting impact.
