SSE Airtricity League 2021 – Sponsorship
Women’s League.
Increasing the exposure of women’s football in Ireland
Client: SSE Airtricity
Year: 2021
Services: Sponsorship Activation / Event Management & Planning / Event & Brand Activation / Promotional Staff / Branded Merchandise
Challenge
As the main sponsorship and events agency for SSE Airtricity, Ripple is dedicated to creating maximum brand exposure for our client. Together for the past 15 years SSE Airtricity and Ripple have worked together to drive growth and brand exposure. In 2021 SSE Airtricity wanted to increase their sponsorship of their SSE Airtricity League to include the Women’s National League. Given our success in facilitating our client’s sponsorship of the Premier Division and First Division, we were challenged with adding the Women’s National League to this portfolio. This would be the first time these footballers would be broadcast on TV and Ripple was on hand to manage this sponsorship and help increase the awareness of women’s football in Ireland while simultaneously improving the brand perception of our client.
Solution
At Ripple, we focus on delivering effective communication to all stakeholders to ensure all are informed at all times. For sponsorship of the Women’s National League, meant communicating with vast amounts of stakeholders to arrange events and activations across the country. Ripple successfully coordinated between clubs, sponsors, rights holders, the Irish media, producers, broadcasters, branding managers, security personnel to make sure all events ran smoothly and had one main point of contact. By combining relationship management with creative activations, we maximised the exposure of SSE Airtricity’s brand to our target audience in the most cost-effective means possible. Each month of 2021 we engaged with the FAI to select an SSE Airtricity Women’s National League player of the month shortlist and subsequent winner whom we would then contact to arrange a photo/video shoot and interview to share online. It was a historic moment in Irish sport when TG4 announced that they would broadcast some of the women’s matches live this year. Ripple seized this opportunity to further elevate our client’s brand exposure designing and printing signage that was used and broadcasted live during these matches to people all over Ireland. Ripple was on hand to attend matches, organise interviews and create branding that would increase SSE Airtricity’s exposure on the channel.
Summary
In 2021, we helped our client facilitate the continued growth of the SSE Airtricity Women’s National League year on year through their sponsorship and achieved an overwhelming amount of brand exposure for our client. Our focus remained on achieving this exposure, however, a key aspect of this was to achieve this focus in the most cost-effective ways possible. Our player of the month announcements proved particularly beneficial as they achieved an average of for our client.
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