Sky releases first ever Women’s National Team TV ad

Friday 8 April 2022

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Sky Ireland launches new Women’s National Team campaign ahead of WWC Qualifier

Sky Ireland has today launched a brand-new campaign to celebrate their primary partnership with the Republic of Ireland Women’s National Team, as Vera Pauw and her squad prepare for their first World Cup Qualifier of 2022, against Sweden this Tuesday, 12th April.

Sky Ireland’s campaign, titled ‘Outbelieve’, includes the very first dedicated Women’s National Team TV ad – a 60-second film which will run across TV and digital video platforms. The new TV ad also features a soundtrack from Irish artist and Choice Music Nominee, Elaine Mai, whilst creative for the supporting Outbelieve outdoor campaign was developed in collaboration with award-winning Irish artist, Aoife Dooley.

Commenting on the new campaign, Sky Ireland CEO, JD Buckley, said: “This partnership has always been about putting the players first and doing everything we can to help them achieve their goals. And that means doing everything possible to drive awareness and support – and our new campaign aims to do just that. There is an emerging pattern with this brilliant squad. They are all about firsts and today is no different. Developing the first ever dedicated Women’s National Team ad marks another proud milestone for us and we hope it gets the country behind them, as they aim to qualify for their first ever World Cup.”

Sky’s new ‘Outbelieve’ campaign aims to create a strong connection between the Women’s National Team and fans, both avid and casual. As a culture, we have a passion for something that elevates Ireland above our geographical size and when we go beyond what might be expected of us as a nation. The cultural thought informing this campaign is the power of belief, and the fact that belief has secured extraordinary sporting successes throughout Irish history. The term “Outbelieve” shines a light on how this team tackles every barrier that has ever been placed in front of them.

Developed by Core, the campaign features contributions from and collaborations with female Irish artists who share a similar ‘Outbelieve’ attitude. Music artist and producer, Elaine Mai, provides the soundtrack for the film with ‘Together Again’ – a track from her Choice Music nominated debut album ‘Home’. Sky’s Outbelieve outdoor campaign, which will appear across the country this weekend, was developed with award-winning illustrator and comedian, Aoife Dooley, whose illustrations bring the personalities of the WNT players to life.

Speaking about the campaign and its development, Jill Downey, Managing Director of Core Sponsorship said: “Outbelieve is an attitude that defines the Women’s National Team spirit and is a rallying call to the entire nation to get behind this team and support them through thick and thin to reach unprecedented heights. The strength of the idea is that it goes beyond football and will live and be relevant in culture. It has the power to exemplify this team but convey an attitude across the sporting landscape and become a byword for belief that other areas of culture embrace.”

The Republic of Ireland Women’s National Team take on Sweden in Gothenburg this Tuesday, 12th April, in the first of four World Cup Qualifiers this year. Kick off is at 5.30pm with the game broadcasting live on RTÉ 2, as well as full coverage and commentary on Off The Ball.

About Sky:

Sky is Europe’s leading media and entertainment company and is proud to be part of the Comcast group. Across six countries, we connect our 23 million customers to the best entertainment, sports, news, arts and to our own award-winning original content.

Our technology, including the market leading Sky Q, connects people to everything they love – with entertainment from Sky TV, Netflix, Disney+ and Amazon Prime Video, and apps like Spotify, YouTube, ROXi, Highbrow, Fiit, and more, in one place, easy. Our streaming service, NOW, brings viewers all the enjoyment of Sky with the flexibility of a contract-free service.

Building on the success of Sky Originals like Chernobyl, Bulletproof and Brassic, we are doubling our investment in original content by 2024 through Sky Studios. Sky News provides impartial and trustworthy journalism for free and Sky Sports, our leading sports broadcasting service brings customers some of the biggest and best global sporting events from the Premier League to Formula 1 and everything in between. Sky Cinema is the home of Sky Original films with brand new films launching every month alongside an unrivalled range of the latest cinema releases and on demand library. Our new TV and movie studio, Sky Studios Elstree, which will open in 2022, is expected to create over 2,000 new jobs and generate an additional £3 billion of production investment in the UK over the first five years.

We believe that we can be a force for good in the communities in which we operate. We’re committed to being Europe’s first net zero carbon entertainment company by 2030 and we’re proud to be a Principal Partner and Media Partner of COP26 - the UN Climate Change Conference. We take pride in our approach to diversity and inclusion: we’ve been recognised by The Times and Stonewall for our commitment to diversity, and we’ve set ambitious 2025 targets to continue to increase diversity and representation. We’re also committed to investing £30million across our markets over three years to improve our approach to diversity and inclusion, and to tackle racial injustice.

Sky employs just under 1000 people in Ireland with over 750 of those based at its Head Office in Burlington Road in Dublin. As part of our Sky Cares programme, we teamed up with Age Action to support the charity in its mission to achieve fundamental change in the lives of older people. In 2021, Sky Ireland became the first ever, standalone Primary Partner of the Republic of Ireland Women’s National Team.

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