Lidl Gets Behind the Fight to Deliver 13 million Moments of Visibility for LGFA Players.
Retailer’s striking milk carton player profiles campaign tackles female player visibility head on and aims to give a Lidl boost to 2025 TG4 All-Ireland Championship Finals
Dublin, Wednesday 30th July: One year on from launching a bold nationwide campaign to boost the visibility of Ladies Gaelic Football players, Lidl Ireland is proud to reveal that over 13 million cartons of milk featuring inter-county LGFA stars splashed across carton packaging have been sold across Ireland, delivering a powerful boost to player visibility where athletes are seen, recognised, and celebrated at kitchen tables in homes across the country.
The campaign launched last July and utilised the packaging of four types of Lidl’s bestselling fridge staple, produced by Irish supplier Aurivo in Sligo, as a platform to raise the profile of female players amongst its shoppers after research commissioned by Lidl Ireland revealed that less than 1 in 10 Irish people can name an Irish female sporting star.
By spotlighting key athletes in an everyday setting, this campaign has successfully delivered millions of opportunities for young girls to see themselves reflected in sport and for Irish households to engage with and support the women shaping the future of Gaelic football.
Building on the success of this campaign, Lidl called on the public to show their support for LGFA stars, that took place last Sunday in Croke Park.
Antrim will face Louth in the Junior decider, while Laois will take on Tyrone at Intermediate level, and Dublin and Meath will battle it out in the highly anticipated Senior clash. This Sunday’s triple header is the culmination of a thrilling championship and promises to deliver some of the most exciting football of the season, showcasing the incredible talent, determination, and athleticism of Ireland’s top inter-county players.
Throughout its ten-year partnership with the Ladies Gaelic Football Association (LGFA), Lidl Ireland continues to champion both the players and the game through its ‘Get Behind the Fight’ campaign. Lidl’s consumer research has consistently shown a clear link between player recognition and match attendance. Findings from Lidl’s 2024 national study revealed that 42% of the Irish public would be more likely to attend a female sporting event if a high-profile player were participating. Furthermore, 43% cited not knowing any of the players as a barrier to attending, a notable increase from 33% in Lidl’s 2023 study. Among LGFA inter-county players themselves, 58% believe that raising the profile of the sport is the most meaningful impact they can have.
Speaking ahead of the TG4 All-Ireland Finals, Eimear O’Sullivan, Corporate Affairs Director at Lidl Ireland & Northern Ireland said:
“Following two weekends where we have seen record-breaking attendance and support for the men’s All-Ireland Hurling and Football Finals, we want to see fans celebrating LGFA stars with the same unwavering passion. At Lidl, we have been committed to raising the profile of these incredible athletes year-round with impactful campaigns such as our milk cartons so that, when these big moments happen, the public knows the player’s name, recognises their talent and celebrates their achievements. This weekend, these women will compete at the highest level of their sport, they deserve packed stands and roaring crowds as they represent their communities and counties. I’m asking everyone to get behind the fight and show up for these players in Croke Park.”
To generate further excitement around the matches, Lidl Ireland is transforming the finals into a fun-filled family day out. Lidl will be hosting a vibrant Fan Zone at the Cusack Stand in Croke Park, offering an engaging atmosphere for all attendees. The Fan Zone will feature a variety of activities for families to enjoy, including live music, facepainting, exciting competitions, interactive games, and giveaways such as healthy snacks, perfect for all ages.
The Croke Park finals triple-header on Sunday 3rd August throws in at 11:45AM with Antrim and Louth facing off in the Junior decider while the Intermediate final between Laois and Tyrone gets underway at 1:45pm. The Senior final throws in at 4:15pm with Dublin and Meath going head-to-head in what is bound to be an exciting clash.
Adult tickets are priced at €30 each, and Juvenile, Student and OAP tickets are available for €15, allowing entry to all three match-ups taking place on Sunday 3rd August. Tickets for the finals can be purchased online via Ticketmaster here.
Peil na mBan Beo will also be available to audiences globally on the TG4 Player at www.tg4.ie/beo and on the TG4 Mobile and Smart TV App.
Lidl Ireland has committed more than €10 million to the development and promotion of Ladies Gaelic Football since 2016. In January 2024, the retailer launched its call-to-action campaign ‘Get Behind the Fight’ to encourage greater attendance at female sports events.
#GetBehindTheFight