AIB Celebrates How Gaelic Games Offers a Lifetime of Support

AIB has launched a refreshed strategic focus for its enduring Gaelic Games sponsorship, reaffirming its brand platform, ‘For The Life You’re After’. This revitalised approach deepens the bank's commitment to showcasing the profound ‘lifetime of support' inherent in Gaelic Games clubs nationwide. It’s designed to celebrate how the Gaelic Games community supports the decisive actions that people take when pursuing the life they're after - both on and off the pitch.

Central to this refreshed narrative is a powerful new TV advertisement, created by TBWA\Ireland. Its core purpose is to illustrate this renewed commitment, featuring four sisters who are active players in their home club in Kildare. Their story serves as a poignant illustration of the continuous support and life-long camaraderie that define Gaelic Games, reminiscent of AIB's long-standing support of the AIB All-Ireland Club Championships. This compelling portrayal, set within St. Maurs GAA club in Rush, Dublin and surrounding areas, reinforces AIB’s commitment to supporting clubs and communities across Ireland.

AIB's refreshed focus within its sponsorship shines a light on the collective spirit and the moments that transcend the scoreboard or the field of play – the shared laughter, the combined effort, the unwavering belief, and the personal triumphs that make Gaelic Games so special. It's about celebrating how these experiences build, resilience, and connection, ultimately contributing to ‘the life you're after'.

This season marks AIB's second as proud sponsor of all four codes of the AIB All-Ireland Club Championship. As the only sponsor to support all four codes – football, hurling, camogie, and ladies football, AIB’s campaign reinforces its unparalleled commitment to the breadth and depth of Gaelic Games across Ireland.

Speaking on the refreshed sponsorship focus, AIB chief customer officer, Orlaith Ryan said, “At AIB, we understand that Gaelic Games are so much more than just sport. They are a bedrock of Irish life – a powerful force built on unwavering community, fierce dedication, and a steadfast network of support that spans generations. This understanding is the foundation of our sponsorship and long-standing support for our Gaelic Games. In this piece of work we are thrilled to showcase this deep connection, along with the pure joy that involvement in Gaelic Games brings to everyone right around Ireland.

"Our enhanced partnership with the GAA, LGFA, and Camogie Association is dedicated to championing that 'lifetime of support' found in every single club, across all four codes. The compelling story of the four sisters showcases the unbreakable bonds forged both on and off the pitch. It embodies AIB's commitment to Gaelic Games, and our belief in nurturing these vital community structures that empower individuals and families to thrive, on and off the field.”

​Deirdre Waldron, TBWA\Ireland CEO said,  “Working with AIB on this campaign gave us the chance to tell a story that goes far beyond traditional Gaelic Games sponsorship. We wanted to capture the real joy, belonging, and support that come with being part of a GAA club. This isn’t just a campaign - it’s AIB’s belief in the life-shaping power of Gaelic Games brought to life. The story of the sisters and St. Maurs GAA club is a brilliant example of how local clubs lift people up, help them grow, and support them as they chase ‘the life they’re after’.”

The campaign will run across TV, radio, out of home, print, social and digital from November 24th 2025. 

The AIB LGFA and Camogie All-Ireland Club Championship Finals will take place on the weekend of December 13th/14th, with the AIB GAA All-Ireland Senior Club Championship Finals scheduled for January 18th in Croke Park.