Lidl Ireland has released a new range of milk cartons spotlighting Ladies Gaelic Football Association players that will be available from 29 July.
The promotion is part of Lidl’s ‘Get Behind the Fight’ campaign, which encourages the public to attend LGFA football games, such as the TG4 All Ireland Championship Finals in Croke Park on 4 August.
Milk cartons will feature LGFA player profile cards of four selected players, showing their image, statistics and personal information alongside their indicidual club crests.
The featured players are Kerry’s Síofra O’Shea, Galway’s Nicola Ward, Cavan’s Ally Cahill and Tipperary’s Aisling Moloney.
Get Behind The Fight
Lidl launched its ‘Get Behind the Fight’ campaign earlier this year to help increase attendance at Ladies Gaelic Football fixtures.
The campaign was inspired by research which found that 59% of Irish people have never attended a live women’s sporting event despite 74% of the public thinking it’s a shame that people don’t attend.
Comparatively, just over a quarter (29%) of Irish people said they have never attended a live men’s event.
The research also found that 50% of Irish people think there is a lack of sporting heroes.
On the back of the 41% who said they believe knowing someone who is playing is an important factor in driving attendance to women’s sporting events, the milk carton campaign aims to increase visibility and knowledge of female players to drive attendance.
'Makes Such A Difference'
The corporate affairs director at Lidl Ireland and Northern Ireland Eimear O'Sullivan said, "Lidl is committed to levelling the playing field for women's sport and growing attendances at Ladies Gaelic Football fixtures across the country, especially during this exciting Championship season.
"Our research shows that a lack of familiarity with female athletes is a significant barrier to people attending games.
"We have phenomenal female athletes competing in the LGFA Championships who deserve our recognition and support.
"Our milk packaging initiative is an exciting new innovation which complements the work we have been doing this year with the 'Get Behind the Fight' campaign as we seek to help the LGFA increase attendance at inter-county fixtures.
"We've intentionally selected our bestselling milk products as they're a fridge staple in millions of households across the country, maximising the visibility of star female players in households every day."
Kerry team captain Síofra O'Shea added, "I'm delighted to be part of this initiative with Lidl.
"Knowing the players on the pitch certainly goes a long way in driving support and increasing attendance at our games.
"Having fans in the stand makes such a difference when you are out on the pitch and can often give us the boost we need to deliver a win on the day."
The final takes place on Sunday 4 August in Croke Park.
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