Bord Gáis Energy has been involved in GAA sponsorships for 10 years. In 2017 the brand recognised the need for a shift in focus away from acquisition and towards retention. This change in strategy and subsequent change in activation resulted in the strongest year on record for Bord Gáis Energy’s GAA portfolio. By putting Bord Gáis Energy customers at the core of the campaign it ensured that sponsorship could clearly be identified as having a significant return on investment, a challenge for most brands. #HurlingToTheCore was a passion project for the team but crucially delivered on performance, impacting churn and driving profitability.
