The Unilever-owned deodorant Sure is to sponsor the GAA as part of a three-year deal that will see become the “official statistics partner” of the organisation.
As part of the deal Sure will present in-game and player statistics which will bring “a deeper understanding to fans on TV and in-stadia, throughout the GAA championships.”
To mark the sponsorship arrangement, Sure will launch a new marketing campaign, unlocking the stories behind the GAA’s statistics. The campaign, ‘Life’s a Game, #MakeYourMove,’ features Cian O’Sullivan, Dublin footballer as well as Michael Fennelly, the Kilkenny hurler.
According to Nick Johnson, managing director of Unilever Ireland, “It’s incredibly exciting to be a partner of the GAA for this, the first partnership of its kind. We are committed to being a partner that adds value and connects meaningfully with today’s passionate GAA communities across Ireland. Sure’s goal is to get Irish people moving and in this campaign we’re encouraging people to do so, in their own individual way.
‘’Sport is a natural fit for an antiperspirant brand and we’re proud to stand side-by-side with an incredible organisation, and its fans, because GAA exemplifies a truly Irish way of life. Our campaign line, “Life’s a Game Make Your Move”, brings the excitement of the game and everyday life together. In every village, town and city throughout the country there is a GAA club – a beating heart of movement. It’s a privilege to have our brand at the centre of this.’’
The new Sure campaign was created by Thinkhouse which has been working with Unilever for a number of years.