Thursday 29 September 2016

Confirmed: 'Ladyball' was, indeed, a marketing concept as Lidl partners with LGFA

Published 15/01/2016 | 17:36

The Lidl ad on the Ladyball website
The Lidl ad on the Ladyball website
The Ladyball has everybody talking

Lidl has confirmed it is behind the ‘Ladyball’ concept which gripped social media after announcing the retail giant this evening announced it will become the Official Retail Partner to the Ladies Gaelic Football Association (LGFA).

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The controversial 'product' divided the world of social media over the past few days after creating much needed debate on women in sport in Ireland, the firm said in a statement.

The LGFA said it hoped that those who spoke out so strongly in defence of sportswomen during the debate will come out to support the game in the coming seasons.

The fabricated product and associated 360 degree marketing campaign was designed by Lidl, with the support of the LGFA, to raise awareness of the difficulties female sports persons have in getting the same recognition as their male counterparts, it said in a statement.  

As well as official retail partner to LGFA, Lidl will become the title sponsors of the Lidl Ladies National Football League, as well as grassroots activity.

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.

“I am delighted to announce the partnership between Lidl and the Ladies Gaelic Football Association,” LGFA president Marie Hickey said .

“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.”

Both parties will reveal further details of this landmark partnership for Irish women’s sport next Thursday.

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