Sky Ireland and Core celebrate a nation “Bound By Belief,” Ireland’s first ever campaign to support both the Men’s and Women’s National Football Teams

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Sky Ireland is proud to announce the latest iteration of its support for both National Football Teams of Ireland. The new campaign, titled “Bound By Belief” has been developed by Core and is designed to drive awareness of Sky’s Sponsorship of the National Football Teams while strengthening affinity towards the brand in Ireland.

The new campaign is testament to Sky’s commitment to strengthen the connection between Irish Football fans and the National Football Teams. It stems from the insight that however keen a club supporter is, there is something different about supporting the national teams.

Bound By Belief builds on the early success of Sky’s award-winning “OUTBELIEVE” campaign which was launched by Sky in 2022 when Sky became the proud primary partner of the Women’s National Team. Earlier this year, Sky and the FAI announced the extension of their Women’s Team partnership, along with a new partnership, making Sky the new Primary Partner of the Men’s National Team until the end of 2028.

The campaign launch will roll out across TV, OOH, Digital, Social and Online Video, delivered by Core involving a diverse team from Research, Strategy, Creative and Sponsorship. The campaign was developed in full collaboration with Sky Ireland and production partners in Antidote and Free Folk.

Commenting on the campaign, Caroline Donnellan, Director of Marketing & Brand at Sky & NOW, said:
“We are thrilled to unveil our latest campaign, Bound By Belief, which celebrates Sky’s partnership of the Men’s and Women’s National Teams. We are proud to support two dynamic and inspiring teams, and we believe our new campaign will inspire the nation as well as the next generation to stand up and get behind them”.

Speaking about the development of the campaign, Caitriona Ni Laoire, MD of Core Creative said:
“Belief sits at the heart of the Sky brand. It was central to OUTBELIEVE, and that same DNA runs through Bound By Belief. Sky’s dual sponsorship of both national teams is a historic moment in Irish football. Not only does it bind the teams, but it is a unifying force for football supporters across Ireland. Bound By Belief reflects their unwavering commitment to stand together, because when you play Ireland, you play all of us! We’re so proud to continue this exciting journey with Sky, celebrating a new chapter in Irish football and this groundbreaking sponsorship”.

The TVC spot can be viewed at https://youtu.be/FCUUqgF3JmQ

Images can be downloaded at https://we.tl/t-2OoLVaZnUU

CLIENT: Sky Ireland 

  • Director of Marketing and Brand: Caroline Donnellan
  • Head of Brand and Marketing Creative: Kieran Forde
  • Head of Marketing Media: Melissa Byrne
  • Marketing Controller: Louise O’Mahony
  • Marketing Manager: Steph Fortune
  • Media Manager: Cat McKeown

AGENCY: Core

  • Caitriona Ni Laoire, MD of Core Creative
  • Jill Downey, MD of Core Sponsorship
  • Shane Doyle, Group Strategy Director
  • Kate O’Callaghan, Business Director
  • Hannah Finnegan, Senior Client Manager
  • Robert Potts, Executive Creative Director
  • Rob Murray, Creative Director
  • Mark Tuthill, Creative Director
  • Andrew Counihan, Head of Production
  • Anita McMenamin, Producer

PRODUCTION

ANTIDOTE

  • Director: Henry Mason
  • Exec. Producer / MD: Andrew Freedman
  • Producer: Glen Collins
  • DoP: Eoin McLoughlin
  • First AD: Glenn Delaney
  • Location Manager: Conor O’Carroll
  • Production Designer: Noelle Slacke
  • Costume Designer: Driscoll Calder
  • Make-up & Hair Designer: Barbara Conway
  • Gaffer: Billy Doyle
  • Grip: Stephen O’Brien

PENCO POST

  • Post Supervision: Jen Connolly

FREEFOLK

  • Creative Director: Jason Watts
  • VFX Producer: Laura Ricketts
  • 2D Lead: Andy Copping
  • Colourist: Marty McMullan
  • Colour assistant: Edward Webb
  • CG Lead: Matt Fisher
  • CG artist: Daniel Danailov
  • CG artist: Ilaria Colavito
  • Nuke artist: Rob Sheridan
  • Nuke artist: Marcelo Pasqualino
  • Nuke artist: Petko Zhivkov
  • Nuke artist: James Adamson
  • Production assistant: Megan Hindle