BREAKING NEWS this Friday evening: we finally know the people behind the Ladyball campaign that has gripped the imagination of people in these islands for the last 72 hours. It turns out it was the people who sponsor and organise ladies football. Lidl, the coming Retail Partner of the LGFA and sponsors of the ladies football league, and the LGFA themselves have announced they are behind the stunt.
This is odd, to say the least, as a spokesperson for the LGFA yesterday denied their involvement in the Ladyball thing. In case there was any doubt, Lidl and the LGFA said they had designed the fictional product "to put the spotlight on women in sport in Ireland and raise awareness of the difficulties female sports persons have in getting the same recognition as their male counterparts."
Ger Brennan also confirmed his involvement in the PR exercise.
Press release below.
Lidl and the Ladies Gaelic Football Association (LGFA) will next week announce details of a partnership which will see the brand become the Official Retail Partner to the LGFA and the title sponsors of the Lidl Ladies National Football League, as well as grassroots activity.
Lidl have also confirmed that they were behind the “Ladyball” product which divided the world of social media over the past few days creating a much needed debate. The fabricated product and associated 360 degree marketing campaign was designed by Lidl, with the support of the LGFA, to put the spotlight on women in sport in Ireland and raise awareness of the difficulties female sports persons have in getting the same recognition as their male counterparts.
All Ireland winning Dublin footballer Ger Brennan, who is a strong advocate of women in sport, and Ladies Gaelic Football in particular, agreed to participate as a “Ladyball” spokesperson when he realised what Lidl wished to achieve.
Speaking about “Ladyball” and the Lidl sponsorship agreement LGFA president Marie Hickey said ‘I am delighted to announce the partnership between Lidl and the Ladies Gaelic Football Association. This is a very significant announcement for our sport and one that will see a huge investment in the game from a major brand. Through the “Ladyball” initiative Lidl has demonstrated their innovative and dedicated approach to supporting our sport. We hope to see everyone who spoke so passionately in women’s defence in this debate, channel that same energy into pitchside support during the coming season.’
Speaking on behalf of Lidl Ireland, Managing Director John Paul Scally says ‘We are delighted that our first ever sports sponsorship is with an organisation that shows so much ambition and promise for the future. The nature of our business means we are rooted in communities all over Ireland and this partnership will allow us to further engage with communities, clubs, schools and county teams and offer support through various initiatives and programmes over the coming three years. We look forward to revealing further details of this landmark partnership for Irish women’s sport on Thursday.’
