AIB: Backing club & county – #TheToughest

Allied Irish Bank (AIB), a financial services brand, grew brand awareness in Ireland by leveraging its long-standing support for the Gaelic Athletic Association (GAA).

Background

In 2022, Allied Irish Bank plc. ("AIB") as Ireland's largest financial services group, was facing into an unprecedented year with two of the five retail banks due to complete their withdrawal from the Irish market. As a result, it was anticipated that over 900,000 accounts would need to be transitioned to one of the remaining banks. Added to this was the challenging macro-economic environment, with inflationary pressure likely to result in rising interests rates – never popular with customers. AIB was also under pressure to reduce costs making the business more attractive to further investment. In 2022, AIB set...

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