Lidl delivers 12 million views for LGFA campaign ahead of finals weekend

Lidl Ireland has ramped up its efforts to promote Ladies Gaelic Football ahead of this weekend’s Lidl National Football League Finals, with a high-profile campaign that has already reached millions across the country. More than 63 hours of television airtime dedicated to LGFA players has been delivered since January, supported by Lidl’s national social media push across TikTok and Instagram. The campaign has generated over 12 million views, significantly boosting visibility for the sport in the lead-up to the finals. The initiative forms part of Lidl’s ongoing partnership with the Ladies Gaelic Football Association, as both organisations call on supporters to attend this weekend’s fixtures and back their county teams. The finals, taking place across Saturday and Sunday, will see the top teams from all four divisions compete following what has been described as a highly competitive league campaign. While the increased exposure marks clear progress, challenges remain. Research commissioned by Lidl and conducted by Red C shows that just 8% of LGFA players believe current media coverage accurately reflects the standard of the game. Despite this, public perception is improving, with 65% of respondents now rating women’s sport as “high quality,” and one in five reporting a growing interest over the past year. Lidl’s “Greatness Deserves to Be Seen” campaign has played a central role in this shift. The initiative notably interrupted the retailer’s own TV advertisements to showcase standout moments from the sport, highlighting the skill and athleticism of players such as Carla Rowe, Aimee Mackin, Danielle O’Leary and Aishling Maloney. Media coverage of the LGFA has tripled since 2020, but a significant disparity persists, with men’s sport still receiving 15 times more coverage. Lidl’s campaign aims to address this imbalance by bringing the women’s game to a wider audience and encouraging greater public engagement. The company has also reaffirmed its long-term commitment to the sport, announcing a €7.5m extension of its LGFA partnership over the next five years. This builds on a previous €15m investment, bringing Lidl’s total support to €22.5m. The campaign has generated over 12 million views, significantly boosting visibility for the sport in the lead-up to the finals. Speaking ahead of the finals, Lidl Ireland CEO Robert Ryan said the campaign has successfully introduced new audiences to the game but stressed that continued fan support is essential. LGFA President Trina Murray added that the finals present an important opportunity for supporters to experience the quality of the women’s game firsthand. Matches will take place across multiple venues this weekend, with ticket prices starting from €2 for under-12s.

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