Lidl Extension with LGFA and Moments with Katie Taylor

Lidl extended its LGFA partnership to 2030 this week, representing a total commitment of € 22.5 m to the sport over that period.

We spoke to Lild Head of Corporate Affairs Eimear O'Sullivan about what this means and why it works so well for the brand, and then we have a few clips from Katie Taylor's conversation to an enthralled audience of players, kids and fans in Croke Park.

She talks about her own entry to sport, her self-confessed intensity, the journey towards Women's Boxing at the Olympic Games and what the future holds...

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Transcript

Setting The Stage At Croke Park

SPEAKER_00 0:00

Just being here and putting our little nation on the map, it's just you know, this is a stuff of of dreams on the top of your line.

Lidl Extends LGFA Partnership

Why Visibility Still Lags

SPEAKER_01 0:14

It's good, it's good, channel the thirtieth time, and hello and welcome to the Sport for Business Podcast. I'm your host, Rob Hartnett. This week at Croak Park, we got one of the biggest extensions of a sponsorship of the year so far, and possibly throughout the entire year, when Lidl announced that they were extending their partnership with the Ladies Gaelic Football Association for another five years. That will bring it to 15 years in total and will represent a 22.5 million euro investment by the brand in the sport. We had the opportunity to be there when the announcement was made, first of all, to chat with the uh head of corporate affairs for Lidl in Ireland, that is Ema Roseullivan, who has been there over the duration of this contract. She was there as part of the team when it was announced back almost ten years ago. And we speak to her about the importance of the brand working closely with the sport, what it has delivered for Lidl, and what it has delivered for the sport itself as well. As an extra bonus, Katie Taylor was in the room and she spoke with uh real authority and passion about what sport has done for her in life and how important it is for others to have that opportunity as well. So we have a few clips from Katie's delivery to the room as well. I hope you enjoy it. This is always one of the days of the year that I look forward to so much because it's more than just a launch. This is the research. Today, obviously, we've got the launch of a new advertising campaign and everything that goes into legal support of ladies' football. I'd say it must be a nightmare to try and plan for it over Christmas and coming into a January launch like this.

SPEAKER_04 2:25

Not necessarily. I always plan to have about two weeks off at the end of January. So I actually plan my holidays around this event now. Um because it is, look, yeah, you know, for me personally, it's definitely a highlight every year in our calendar, and we've kind of, I think, brought this event up a level every year. Um, and I think this year we really wanted to make sure that we um gave it the you know the milestone of celebrating a decade of sponsorship of LGFA and really bring in um you know some amazing personalities that will really showcase that commitment and I suppose continue to shine a light on, you know, that visibility piece, um the amazing female athletes that we have within Ladies Gaelic football and take some learnings, I suppose, outside and in other sports as well, that we could kind of help to kind of shape what the future will look like for women in sport.

SPEAKER_01 3:11

One of the things that's always good is that if you just stand in a particular spot and look around, sometimes it can feel as though little has changed.

SPEAKER_02 3:18

Yeah.

SPEAKER_01 3:18

And we do see it in the research that there is still a long way to go.

SPEAKER_02 3:21

Yeah.

SPEAKER_01 3:22

But that importance of looking back and realizing how far you've come is what gives you the motivation to carry on.

Media, TG4, And Broadcast Power

SPEAKER_04 3:28

Exactly, absolutely. And I think um obviously today we had Katie Taylor, the amazing Katie Taylor, um, at the event today and gave an incredible, kind of really vulnerable and interesting interview for us. And I suppose when we were planning out this event, we really wanted someone that has really transcended the sexes in terms of sport. You know, uh, she is the most recognizable Irish sports person in general. Um, and I think that's a testament to her and all of the work that she's done. Um, you know, she's probably a couple of years away from where we are maybe right now, but I think it shows that it can be done, which is why we are reinvesting and um, I suppose recommitting within our partnership with LGFA to an additional five years, um which we're absolutely thrilled. So that will bring us to 15 years of sponsorship by 2030 and an overall investment of 22.5 million, um, which is really, really significant. And as you know, um, you know, that money um we really plan it so that it can have the biggest impact and all the way from, you know, uh five year olds starting off so that she has the right kit, the right, you know, the cones, the equipment, and has a really positive experience and playing sport. And we know that's really important to keep girls in sport right all the way up to, you know, the the championship final to ensure that there's bums on seats and there is a really amazing attendance that can really drive the performance of the players further. So we look at every single aspect between, you know, grassroots right up to county level and ensure that that money is really working really hard for for the LGFA, but also working really hard for the players and ultimately.

SPEAKER_01 4:57

I loved we've we've got a couple of clips from Katie that will come on off of off the back of our chat here now. But I loved one of the things that she said that people were talking about what a great fight that was. And it wasn't a great women's fight as opposed to a great men's fight. It was just a great fight. And I think that we're we're we're starting to get to that now. Did you see the match? And it doesn't have to be, did you see the LGFA match or did you see the Camogey match? That it's just, you know, we're we're trying to get to a point where we are competing. You know, the amount of effort that goes in, the amount of skill which is on display, the you know, the effort is is is equal. And where we need to get to now is just that visibility on it. So that has been a really key part of this. It's great the relationship that you have with TG Car as well. So they sponsor the championship, you sponsor the league, but you're both in lockstep around having the broadcast and the power of a really great commercial brand behind.

Research Insights And Momentum

SPEAKER_04 5:47

Exactly. And I think having that really positive relationship that works really hard together with us and TG Car is so fundamental. Um, you know, we both want the same things and we kind of tag team on different topics as well. So I think that's that's really vital. I would say, I suppose, you know, there's a the media play a really important role in this perception is kind of shaped by exposure. Um, and we know how amazing, you know, we know how amazing uh the women's game is, and but we just need more eyes on it, more exposure to really show that. Um you mentioned the research earlier on, and you know, it is, I suppose the story that that's telling is a story of momentum. You know, there's been so much progress over the last 10 years. Um, we know that uh 65% of the people that we surveyed um would rate um women's LGFA as high quality. That's up double digit growth plus 12% on 2023. That's only a couple of years ago. Um and the same is reflected throughout the research. However, we still know that one um for every one article um that's written about um the women's game, there's 15 written about the men's. So I suppose today we're really calling on the media and the wider public to really get behind the fight and really um support women in sport and ensure that they get the recognition that they deserve ultimately.

SPEAKER_01 7:02

Yeah, that 15 to 1 is really a damning indictment of the media. And media will push back and they'll say, well, that's what the public are demanding, but that's clearly not the case in this uh in this instance. Uh I must go back and have a look at our coverage because I think that we might uh we will certainly veer closer to the to one-to-one and probably veer a little bit towards the ladies' football, but that's that's okay because I think that's where the work is needed most. But even the new advertising campaign we saw this morning, we saw the the four clips of the of the four pieces of content that are going out there. Amy Macken's goal, Carla Rowe's little back heel, you know, when people are seeing that in prime time as part of your advertising, that's going to be very special. And that's going to make them think, wow, Amy Macken's goal, like, you know, off the left foot from the corner, uh, you know, into the top corner on the opposite side. I mean, it was just brilliant.

Showcasing Skill In New Ads

SPEAKER_04 7:50

Yeah, absolutely. And I suppose I mentioned grassroots is a really important part that we like to invest in, but visibility is equally as important as well, which is why we've invested so much in these amazing high spec TV ad campaigns over the last couple of years. Um, but this year we wanted to do something really different. And, you know, you don't need to, you know, set up an ad to show the skill that they have. We really wanted to use those actual real moments and put our money where our mouth is and you know, get a bit of be a bit disruptive. And you know, a lot of people will think this is just an ad for a super saver, and then they actually will realize what it really is. Um so it's something that we're really proud of. And you know, the more visibility we can give these players to really demonstrate their skill specifically, um, the better.

SPEAKER_01 8:30

And that idea of disruption in advertising is one which people say that's where it makes the biggest impact. So if you're surprising people, if they think they're looking at one thing and then all of a sudden they're thrust into another, which they might not have had an exposure to before, uh, which is all great. So the next five years is uh is is really exciting. It's really exciting for the sport, it's really exciting for all of those who are playing and who are in in involved in the game as well. One can only imagine that it's working for you from a business point of view as well, that the commitment you're making into a sport which is identifiable and identified by 51% of the population has got to be a winner.

SPEAKER_04 9:09

Absolutely. So three and four people are aware of our partnership, and that really shows that you know that investment has been worth it in terms of, you know, obviously the partnership that we have, but also for LGFA, you know, it's visible across our 190 stores across Ireland. Um and I don't we don't underestimate that. Um we have 1.5 million customers, nearly two million customers coming in and out of our stores every week. So whilst we, of course, would invest in in um media partnerships and and in TV ads, you know, we definitely don't underestimate the power of our leaflet. Um, with all of our offers, the power of our in-store advertising, you know, that's a really important tool that we can, you know, put those girls front and center on as well.

SPEAKER_01 9:47

It really is great. Before I let you go, and I know it's a busy day of media engagements and everything like that for you, but Katie and the idea of bringing her over for this, where was where was that born out of?

Business Impact And Reach

SPEAKER_04 9:59

Um, I think it's something we've always wanted to do since we started um doing this event. Like she's such an iconic sports person overall. As I mentioned, you know, I think she has transcended the sexes. She's done what we all want to do for every woman in sport, um, and particularly, you know, the athletes that we see playing um in the likes of the leagues and the championship final. Um I think that she like she is iconic, she has such an incredible work ethic integrity, you know, the and I can say this from meeting her, that's all so genuine and real. Um I think she's an incredible athlete, but also an incredible, I suppose, you know, figure for Irish sport in general. Um so, you know, for us, it was a bucketless moment to have her um come on board. Um and the fact that she was so delighted and thrilled to work with us. I mean, um, she's been so complimentary of the partnership. Um, and I know she mentioned as well she's keen to get her own ad with Lidl. So we'll see what we can do there. But I mean, to have someone who has broken down so many barriers herself throughout her career um wanting to kind of get involved with us and on that kind of shared vision too for you know equality and equity in sport has been incredible. So we're absolutely delighted to have her on board.

SPEAKER_01 11:13

Well, thanks very much for uh for giving us the opportunity to hear her stories. We're gonna share some of those now off of the back on this podcast episode, and we'll be diving into this in terms of the research over the next couple of weeks. You'll see a lot of imagery on sportforbusiness.com. But uh Ema O'Sullivan, thanks once again for taking the time to chat with us today.

SPEAKER_04 11:31

Thank you for having me.

Why Bring In Katie Taylor

SPEAKER_01 11:34

Thanks to Ema and to Lidl for their commitment and their long-term commitment to the sport, and back to uh all sport uh in Ireland. So let's just dial into uh some of the conversation that RCE presenter Marie Crow had with Katie. First of all, we look at uh what she was like as a child, where she got that sporting gene from and the enthusiasm and the dedication that it needed to bring it to where she uh got to. Then we talk uh with real emotion about the role that she played in ensuring that her dream would come true and that women's boxing would feature in the Olympics. And then finally we just dive into as Marie asks, what the future holds for Katie and that reference to perhaps ending her career in Dublin and in Crow Park.

SPEAKER_03 12:34

For you, when you were kind of getting gone and you were outside playing with your brother, was it very obvious that you had a bit of an athletic gift that you had that talent for very young?

SPEAKER_05 12:44

Um I don't really know what happened when I recognized I had talent really, but I definitely knew that was unusual as a child. I was very quiet, but also very intense, and firstly compelled to a point where as psychologists would probably say it was unhealthy for a child. Um my man always recalls a story maybe when I was nine or ten years of age and I was getting ready for 100 metres to bring them into provincial championships with a lot of other girls and laps and skip and join the pre-raised pants or I was off in a corner crying during my stretches because of the internal pressure to win. And I don't think that's normal for a child. I I always wanted to win. I loved I loved win to win, but um I think the people who seen the tells um me before probably my parents to say they they believed in me was an understatement, and um I was all I was also you know a very good uh football uh football player, and um the obvious choice for them would have been to push me towards football because they had so many more opportunities of football on the time, but they knew I had a dream, they knew I had a talent, and they put all their chips on the table and back me at every step along the way. And um they made me believe that I was gonna do great things in the sport, and their their encouragement, their support, their support for them for sacrifice that they made for me. That's the reason I'm in the solution today.

Katie’s Early Drive And Family Support

SPEAKER_03 14:10

In a decade's time, it'd be really hard to believe that that was the case for you, or that you had to you had to fight so hard to get women's boxing into the Olympics, that you were the person that did that. Do you ever reflect on it and think, wow, like what a difference I made?

Fighting For The Olympics

SPEAKER_05 14:27

Um I think every now and then, I mean, I guess I look back on it, and I'm so happy that um these young girls don't have to go through the same struggles that I went through as a kid. Um and uh growing up uh with this Olympic dream, and there's a few times I thought this dream is never not going to pass. I dreamt of becoming an Olympic jacket when we were sponsored on actually included in the Olympic games, it was like an impossible dream. And so to find the made some ground, the Olympic committee, and then when they invited me off to Chicago to find that that special showcase fight to assess where the sport was in a good place. And that was a huge pressure by you. I had to perform that day. And I wasn't just performing for myself, I was performing for every single girl who ever dreamt of finding it in the Olympic Games. And the question that they wanted to know was that did you know, do these girls have money takes? So I had to be at my very, very mess. I remember um that conversation about that, that member from the Olympic community name, four or five saying um yeah before us were there and whether we were sponsored, we accused the Olympic Games or not. And I went back to my hotel room and I got my hands and ears. And I was getting um emotion here because I just remember how it felt back then. I had a stream and I had to I had to perform and um I got my neighbor just down training because it changed my needle. And um yeah, I mean it's uh it's a main and all that uh one of the boxes it's fairly fate and the other those in the game, so um yeah, voluntary. What does the future look like for you, Katie? Uh to go back to that. Uh yeah, I mean I think um I definitely uh want to stay involved in and box in some way, I think it'll be strange for me to be involved in some way, but I thought I'd like to end my career uh as a professor of boxing. I'm actually gonna be 40 years ago this year. That's uh big 40 party here. But yeah, I mean I I I would love to end my career here in Ireland and uh here. Here I'm not too sure what my mum and mum looks like for whatever it is and kind of do with the same hungry and same visit and mum or something.

SPEAKER_03 17:20

Well, I think everybody would love to see her. Maybe not my one so we've made a mum. Um when you reflect on everything. Have you lived your dream time, Katie?

SPEAKER_05 17:35

Uh absolutely, um both as an actor and professional I've uh uh I I dreamt of things as a kid and it came to pass. Um I haven't dreamt of things and they still came to pass. I did not things I'm achieving them, I didn't even have to imagination to dream. So I think of it all, I'm just overwhelmed with gratitude to be honest. I can't believe it. This is it, this is my life, and um I'm so grateful, grateful to God and grateful to my family, grateful to my friends, grateful to people I knew being able to travel around the world and to what's being performed, and it's absolutely incredible the support I've had. So yeah, I definitely have lived beyond my dreams, I'll say.

SPEAKER_01 18:16

This was certainly one of those days and one of those encounters that will live long in the memory for anybody who was in the room in Crowe Park when Lidl announced that they were extending to 15 years their partnership with the Ladies Gaelic Football Association and brought Katie Taylor over from America to tell us some of the stories and some of the lessons that she has learned along the way in becoming Ireland's greatest ever female and possibly greatest ever athlete. Thank you for taking the time to be with us. We will have more uh podcasts, including a series coming out of the Sport for Business Sporting Year Ahead, which took place this week in Dublin as well. You can catch up with all of the information relating to the commercial world of Irish sport on sportforbusiness.com. You can subscribe to this podcast on Spotify or Apple Podcasts or wherever you get your podcast from. Thanks for listening in and we will catch up again very soon.

SPEAKER_00 19:16

Being here and putting our little nation on the map, it's just you know, this is the stuff of of dreams.