Rockshore, the Refreshingly Irish lager, has launched a dynamic campaign to put the League of Ireland (LOI) firmly in the spotlight. Amplifying its commitment to Irish football, the campaign includes an exciting new TV spot starring football legend Roy Keane and directed by the acclaimed Declan Lowney (known for Father Ted and Ted Lasso). This impactful piece of content is part of Rockshore’s summer-long celebration of Irish football, designed to elevate the league's profile and connect with passionate fans across the country.
The video brings Keane right back to where it all began, in his home county, Cork, and tells a story, bursting with humour and heart, of the former Cobh Ramblers midfielder’s genuine connection with the LOI, and the people and fans that make the domestic game so special.
"Collaborating with Rockshore and the LOI on this campaign was fantastic," says Declan Lowney, Director. "Rockshore's clear vision for championing Irish football resonated deeply, allowing us to create an impactful piece that authentically connects Roy Keane, an Irish football legend, with his roots in Cork and the passionate fans who make the domestic game so special."
Rockshore began their summer campaign in May with bold creative featuring the tagline, "They Think It's All Over... It's Only Kicking Off in the League of Ireland," aiming to spark a wave of contagious energy around the LOI, strategically timed at the conclusion of domestic seasons across Europe.
This message was embodied by ads across social, print and digital OOH in Ireland, purposefully placed at Dublin Airport, Dublin Port and Rosslare Harbour. These key travel hubs served as a reminder to Irish football fans returning home that football does not stop once summer arrives, and that ‘A League of Our Own” is right on their doorstep.
Rockshore is committed to bringing fans closer to the action than ever before, with further activations planned throughout the summer.
"Rockshore believes in the power of Irish football and the passion of its fans," says Anne Zahan, Head of Beer, Diageo Ireland. "We see a huge opportunity to help further promote the League of Ireland. This campaign is about celebrating world-class, Irish football right on our doorstep all summer long, reminding everyone that this is a league of our own."
As part of a four-year partnership announced earlier this year, Rockshore and Rockshore 0.0 are now the official beer and official alcohol-free beer of the LOI. This partnership signifies Rockshore’s commitment to elevating the conversation and capturing the nation’s attention around Irish football through championing the clubs, elevating the electrifying matches and celebrating the unwavering passion of the fans who make the LOI a truly unique sporting experience.
Rockshore and the LOI are united in their dedication to creating unforgettable moments, placing loyal supporters at the heart of the action and showcasing the world-class talent that thrives right here on Irish soil.
