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 FAI and Republic of Ireland footballer and ambassador Stephanie Roche and the Square Ball sports bar, in Dublin, to unveil the GIG – Ireland’s first women’s sports bar – to support the girls in green (aka GIG).
Roche commented, “I’m delighted to be lending my support to launch the GIG and excited that Carlsberg 0.0 is showcasing some of our own players’ memorabilia, for a very special weekend for women’s football. I hope sports fans enjoy what’s in store and they get behind the team this summer.”
Fiftieth Anniversary
Marking the 50th anniversary of the Republic of Ireland women’s first international match against Wales – played on 13 May 1973 – the GIG will open from 12 to 14 May.
The bar will feature 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 match day ten of the SSE Airtricity Women’s Premier Division.
Linda Bradley, head of beer, 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.”
Despite being the first-ever Irish team to qualify for a Women’s World Cup, and with 40% of adults saying that they will watch the team, only 13% of Irish adults think that the Republic of Ireland’s women’s football team deserves 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.
Research Findings
Carlsberg 0.0’s research into the sports-viewing habits of Irish people reveals that 57% believe that increased broadcast visibility of women’s sport has the potential to play a key role in shifting the dial on women’s sport.
Despite 59% believing that big women’s sport 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.
The drinks giant noted that 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 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.
Sean Kavanagh, commercial director, FAI, commented, “Carlsberg is one of our longest-standing partners, and we’re excited to see how we can work together to enhance the incredible occasion for our women’s team and our fans this summer.
“The research reflects the appetite for women’s sport and the opportunity we have as sports advocates to work together to continue to grow the game.”
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