Fans and Players Are Bound by Belief in Sky Ireland Spot

Sky Ireland announces 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 and brand at Sky and 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 ground breaking sponsorship”.