Lidl used its sponsorship of Ladies Gaelic Football to prompt a wider conversation about the fact women’s sports were not taken seriously. For Lidl, this was an opportunity to increase its association with local activity and influence Irish shoppers’ purchase intent and behaviour, Using the creative idea that ‘Serious Athletes Deserve Serious Support’, the brand created a spoof product, the pink Ladyball, which embodied stereotypes about women’s sport. It then revealed itself as the LGF sponsor and continued to publish related content, underlining how seriously the brand took women’s sport. Content engagement was high, the value of earned media was put at €1m. Among other commercial benefits that followed activity, purchase intent grew.