Carlsberg teams up with FAI to open Ireland’s first women’s sports bar

14% of adults have experienced someone asking them to switch off women’s sports

In an effort to continue to grow support for the Republic of Ireland Women’s Football Team ahead of the World Cup, Carlsberg 0.0 has teamed up with the FAI and Republic of Ireland footballer and ambassador, Stephanie Roche and sports bar, The Square Ball in Dublin to unveil ‘The GIG’ – Ireland’s first women’s sports bar to support the Girls In Green.

The Women’s National Team became the first ever side to qualify for the FIFA Women’s World Cup last year. However, 67% of people believe that there would be more hype if it were the men who qualified, research from iReach Insights commissioned by Carlsberg 0.0 revealed.

Marking the 50th anniversary of the Republic of Ireland Women’s first international match against Wales, played on the 13 May 1973, The GIG will open on 12 to 14 May, featuring memorabilia and imagery from past glories of the Republic of Ireland women’s national team and showcase female sport across the weekend, including fixtures from matchday 10 of SSE Airtricity Women’s Premier Division.

Despite being the first ever Irish team to qualify for a Women’s World Cup, and with 40% of adults saying they will watch the team, only 13% of Irish adults think the Republic of Ireland’s Women’s football team deserve the title of Team of the Year.

As a long-time supporter of Irish football, Carlsberg 0.0, is setting out to inspire the Irish public to get behind the Girls in Green and encourage Ireland’s publicans to screen their games in the lead up to and during the FIFA Women’s World Cup.

Carlsberg 0.0’s research into the sports viewing habits of Irish people revealed that 57% believe that increased broadcast visibility of women’s sport would play a key role in shifting the dial on women’s sport. Despite 59% believing that big women’s sports occasions should be shown in pubs, 76% of those who watch men’s sport have watched it in a pub versus a disappointing 49% for those who watch women’s sport in a pub.

Significant 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.

In addition to screening a selection of women’s sport, ‘The GIG’, open to the public across the weekend, will play host to visiting female sports personalities and offer fans the chance to avail of a complimentary pint of Carlsberg 0.0 or Carlsberg Lager over the three days by receiving a token from staff on arrival. There will also be a chance to win a new Women’s National Team Jersey as well as tickets to the Republic of Ireland’s Women’s World Cup warm up fixtures.

The iReach study also found that half as many people watch women’s sport in the pub versus men’s, and 21% feel that if a pub is showing women’s sport, they are more inclined to return. However, 14% of adults have experienced someone asking them to switch off women’s sports and 12% have had their request to watch women’s sport in the pub denied, because of a men’s match or a Premier League match.

Carlsberg 0.0, through its partnership with The FAI, is collectively encouraging bars across Ireland to show their support for the women’s national team. This summer Carlsberg will be partnering with Fanzo in Irish pubs nationwide to engage and educate fans around women’s football and win a pint of Carlsberg 0.0 with plenty more surprise & delight moments to follow.

Linda Bradley, head of beers, Diageo Ireland commented: “We’re on a mission to increase support for the women’s game kicking off by celebrating the team’s 50th anniversary with our partners the FAI. We created ‘The GIG’ to highlight that women’s sport shouldn’t need its own bar, and we’re looking forward to working with our trade partners and sports fans this summer to give as many people as possible the chance to support the team, rewarding them for having the best taste in 0.0 beer and sports teams!”

“I’m delighted to be lending my support to launch The GIG and excited that Carlsberg 0.0 is showcasing some of our own player’s memorabilia for a very special weekend for women’s football,” said Stephanie Roche, Republic of Ireland Women’s National Team Ambassador. “I hope sports fans enjoy what’s in store and they get behind the team this summer!”