AIB to Showcase #TheToughest at IEG Sponsorship Conference

Photo by Ramsey Cardy/Sportsfile


AIB will join world leading brands and rights holders at IEG, globally recognised as the leading sponsorship and partnership marketing conference. Held in Chicago from 24th to 29th March, AIB is the first Irish brand to be invited to speak in the main auditorium at IEG.

AIB will detail how it revitalised its 26-year-old sponsorship of the All-Ireland Club Championships through “The Toughest” campaign and how it deepened its association with GAA by adding the All Ireland Football Championship in 2015.

The multi award winning sponsorship, is playing a key role in rehabilitating the bank’s reputation and re-establishing affinity with its customer base.

Picture credit: Stephen McCarthy / SPORTSFILE

“The Toughest” campaign, which picked up ‘Best use of Social Media’ at the European Sponsorship Awards in London on February 9th, provides a platform that allows AIB showcase the unique role of GAA & the GAA Club in every community in Ireland. AIB have successfully captured detailing the human and emotional side of the sport, telling stories that might otherwise have gone untold thereby contributing significantly to growth in the AIB brand trust as well as building affinity with existing and potential customers.

The annual IEG conference, being held for the 34th year, is renowned for attracting the world’s leading sponsorship and event marketers and is seen as a platform to connect and learn about sponsorship’s emerging trends. This year’s conference will focus on innovation and taking advantage of the dramatic marketplace shifts that are taking place. It will be attended by 1,200 influential people from sports, entertainment and not for profit worlds.


Mark Brennan , Head of Digital & Innovation and Brian Keating, AIB Group Propositions & Brands Director          Photo by Ramsey Cardy/Sportsfile


AIB will be represented at IEG by Brian Keating, AIB Group Propositions & Brands Director and Mark Brennan, Head of Digital & Innovation. Other brands featuring at the four-day event include Adidas, Audi, Deloitte, Hilton, IBM and Toyota.

Speaking about AIB’s forthcoming appearance at IEG, Brian Keating said, “We are delighted to be invited to speak at the IEG conference. “The Toughest” campaign is a key platform for AIB and allows us to engage with GAA supporters right around the country. By facilitating and driving a real two-way conversation with GAA fans “The Toughest” campaign has helped reinvigorate and promote the passion for the AIB Club Championship firstly and highlighted how the local GAA Club fuels county football. With over 14 million customer engagements in the last 12 months “The Toughest” campaign is a key factor in the growing strength of the AIB Brand, especially with younger consumers. The opportunity to showcase not just the sponsorship, but the unique aspects of GAA on the world stage, is hugely exciting and something that we are immensely proud of”.