SuperValu's We Believe mantra focuses on the quality and local consumer propositions extended to leverage the brand's GAA sponsorship to maximise this positioning. By telling the brand story through the eyes of brand ambassadors, SuperValu was able to tap into the deep emotional space the GAA occupies to communicate its passion for supporting local and high quality food. The fully integrated sponsorship programme contributed to a strong performance for the brand in 2014 and results recorded were at an all-time high for the brand, especially over the most active sponsorship period.

AIB sought to get more traction from its sponsorship of the GAA Club Championships and the marketing team, assisted by Rothco, responded by developing the #TheToughest campaign using an innovative marketing mix to deliver a powerful and truthful insight. This led to the AIB GAA Club Championships becoming the most recognized GAA sponsorship in Ireland. AIB created a great social platform that has allowed the bank to recognize and reward club players and supporters for their dedication to the club championships. The initiative built a loyal community, while also elevating the tournament in the eyes of the wider sporting public.

The Coca-Cola Zero strategy was focused on growing awareness, trial and volume in the face of trading challenges. The Dublin Bikes sponsorship served as a solution to address low awareness figures as well as helping the company to encourage active healthy lifestyles. By entering a commercial partnership with Coca-Cola Zero Dublinbikes, working with JCDecaux, the company employed a diverse range of marketing activities to bring the scheme to the attention of the consumers, from traditional advertising and PR, through to media partnerships. Sales volume gained a strong uplift since the inception of the sponsorship.

As one of three headline sponsors of the GAA All Ireland Football Championship, Eircom needed to be unique and ensure stand out in the activation of the sponsorship. To this end the company successfully developed a revised and unique positioning within the marketplace to amplify the voice of the GAA fan. A revised ATL execution was then fused with a range of digital initiatives in one seamless campaign that included display, search, media partnerships, social, content creation, and the eircom GAA FanPic. A considerable commercial upside was achieved through a reduction in churn for customers engaging with the campaign.

Based on the insight that when price differentials are low, consumers remain loyal to the brand to whom they have most affinity, Electric Ireland's sponsorship strategy delivers an opportunity to drive an emotional connection with the brand and stand out from the noise of the market. The strategy focuses on music, sport and charity to deliver a compelling and differentiated brand in a low interest, low engagement sector dominated by price messages. The GAA Minor Championships, Electric Picnic and the Powering Kindness initiative, unlocked insights and drove brand differentiation.