Ahead of Ireland’s women’s footballers World Cup game against Australia yesterday, Diageo’s Carlsberg 0.0, the tournament’s beer partner, teamed up with the Football Association of Ireland (FAI) and unveiled a special message of support for Irish football fans.
It’s 10,600 miles from Tallaght Stadium to Sydney Australia, with the distance making it harder for fans to get over and support their team. Carlsberg 0.0 wanted to bring the Irish support to Australian soil, or in this case sand, to show the Girls in Green that everyone behind them.
Acknowledging the support of Irish fans with a nod to Australia’s cultural impact on Irish shores a sand installation on Sydney’s Bondi Beach that said: “Best fans in the world, Home and Away? Probably #COYGIG.” Carlsberg 0.0 and Stephanie Roche invited fans both home and away to live up to their status as the world’s best and get behind the Girls in Green as they prepared to take on the world.
The installation at Bondi Beach revealed at a special press event on 18th July, marks the latest in a series of activations created by the brand to promote visibility for the Republic of Ireland Women’s National team. In May Carlsberg 0.0 teamed up with the FAI and sports bar, The Square Ball in Dublin to unveil ‘The GIG’ – Ireland’s first women’s sports bar – with a dedicated weekend of women’s sports to support the Girls in Green and mark their 50th anniversary.
Carlsberg 0.0 has also unveiled a new out of home advertising campaign with special builds celebrating the achievement of the Republic of Ireland Women’s team and a range of other initiatives, including a heavyweight social media campaign and a surprise visit from a celebrated football legend to drive continued visibility and inspire and encourage fans to get behind the team.
Progress has been made by the FAI to improve the perception and accessibility of the women’s game including broadcast deals with all women’s national team matches broadcast on RTÉ, the Women’s Premier Division on LOITV and an additional broadcast deal with TG4. Qualification for the FIFA Women’s World Cup represents an opportunity to build on this further and increase visibility.
Sean Kavanagh, commercial director, FAI commented: “Carlsberg is one of our longest standing partners and we’re excited to be working together to enhance the incredible occasion for our women’s team and our fans this summer.”
Linda Bradley, head of beers, Diageo Ireland commented: “We are on a mission to support the momentum behind the Women’s National Team this summer, and have teamed up with Stephanie Roche once more to encourage fans to get behind our Girls in Green.”
Carlsberg is the official beer sponsor of the Women’s National Team.