Lidl revealed this weekend that it was behind the spoof product ‘Ladyball’, which it came up with as a lead into the launch of its new sponsorship of Ladies Gaelic Football Association (LGFA), into which the retailer will invest €1.5 million in the first year alone of the three-year deal.
In a video released by the retailer on its website and across social media, Lidl explained the idea of the Ladyball was to get people discussing how women in sport are often portrayed and treated.
It said it believed that Ladies Gaelic Football is a sport ‘full of untapped potential that deserves serious support’.
A statement on its website added, ‘We created Ladyball to provoke debate around what real support for women in sport should be – we all know a pink ball is not the answer – and to question an attitude that should be challenged.’
As part of its sponsorship of the LGFA, Lidl has promised to provide financial support for the sport, raise the profile of the game, and encourage involvement from the wider community, under the tagline of Serious Athletes Deserve Serious Support.
© 2016 - Checkout Magazine by Jenny Whelan.