In 2025, PwC Ireland marked a remarkable milestone: its 20th year as principal sponsor of the IRFU’s underage rugby teams. This partnership is a testament to PwC’s unwavering commitment to nurturing talent, fostering resilience, and supporting ambition, values that are deeply embedded in both PwC and the IRFU. Recognising a need to diversify the sponsorship portfolio, PwC expanded the IRFU partnership to include underage women’s rugby, broadening reach and advancing inclusion across the pathway. This also included dedicated investment to the women’s pathway, ensuring equity across the pathway programme.
The 2025 campaign was designed to amplify PwC’s brand visibility and deepen engagement among young graduates and rugby fans, leveraging a sophisticated multi-platform approach that included national TV and radio coverage, digital storytelling, and innovative fan activations. Key highlights included securing national TV coverage for all U20 Six Nations matches, ensuring gender balanced branding across U18 men’s and women’s tournaments, and launching creative engagement initiatives such as mascot competitions and branded match-day experiences. The campaign achieved 1.14 million impressions, 181k video views, and exceeded all content KPIs, while also boosting PwC’s graduate recruitment and employer brand ranking.
The campaign’s emotional storytelling celebrated the journey from U20s to senior national team stardom, reinforcing PwC’s legacy in Irish rugby and its role as an employer of choice. This enduring partnership not only supports the development of future rugby stars but also inspires the next generation of leaders, making PwC Ireland x IRFU U20s a benchmark for impactful, innovative, and inclusive sports sponsorship.
