Lidl will become the official retail partner to the Ladies Gaelic FA and title sponsors of the Lidl Ladies National Football Leagues "in a deal which will see them invest" €1.5M ($1.6M) in the first year of a three-year deal, according to the IRISH INDEPENDENT. It is one of "the most significant sponsorship deals" in the history of women's sport in Ireland. The deal will also see them become title sponsors for the Lidl Post Primary Schools Competitions, the Lidl Gaelic4Mothers & Others program "as well as offering supporting during the Championship." Lidl will "launch an advertising campaign to help promote the sport which includes online advertising, print media advertising and a very strong television campaign that will all be rolled out in the coming weeks" (IRISH INDEPENDENT, 1/21).
LADY BALL HOAX: RTE reported last week the LGFA revealed that it was behind the controversial "Ladyball" Internet campaign, which claimed to be in support of the launch of a new pink ball aimed at women that was "specifically designed for a lady's game." It "drew criticism for the way in which it appeared to make light of women in sport," but the campaign was said to be part of the sponsorship deal between the LGFA and Lidl and an LFGA statement said that it was intended to "raise awareness of the difficulties female sports persons have in getting the same recognition as their male counterparts" (RTE, 1/21).
