TBWA\Ireland is proud to launch Play It Forward, a new platform for AIB's sponsorship of the 2026 GAA Football All-Ireland Senior Championship. The platform celebrates the profound impact that managers, coaches and mentors have on players competing on Gaelic football's biggest stage.
Gaelic Games are a cornerstone of Irish life - a powerful force built on community, dedication and a steadfast network of support that spans generations. While most people will never experience playing elite-level sport, almost everyone has experienced an act of support that helped them move forward in life.
Every day, AIB supports its customers as they pursue the life they're after. The brand's longstanding sponsorship of Gaelic Games reflects that commitment.
That theme of support sits at the heart of Play It Forward, AIB's new platform celebrating those who put their experience and expertise in service of others. It recognises the coaches, mentors and role models who help people go further and inspire them to do the same for the next generation.
In a sporting landscape often defined by results and silverware, Play It Forward shifts the spotlight towards the people whose influence is felt long after the final whistle.
Directed by award-winning documentary filmmaker Ross Whitaker, the latest expression of the Play It Forward platform is told through the eyes of Kerry legend Kieran Donaghy and the mentorship he received from Mickey Ned O'Sullivan, former Kerry football player, captain and coach. Known for his documentary storytelling, Whitaker brings an authenticity and emotional depth that allows the relationship between mentor and player to unfold naturally, placing the audience inside moments that often go unseen.
The film follows Kieran's journey to becoming an All-Ireland Senior Football champion and explores the role mentorship played along the way. Today, as a coach himself, he is passing that knowledge and support on to the next generation. Because Play It Forward isn't just about lifting cups; it's about lifting teams. Real success means helping others go further.
Developed through a close collaboration between AIB, TBWA\Ireland and AIB's wider agency partners, the platform comes to life through a connected programme of activity across broadcast, digital, social, experiential and in-stadium channels throughout the championship season, ensuring the stories of those who Play It Forward reach communities across the country.
Speaking about the campaign, AIB Chief Marketing Officer Elaine Purcell said:
"Great mentors don't just lift cups; they lift teams, communities, and future generations. With Play It Forward, we are incredibly proud to celebrate the powerful impact of support within Gaelic Games. This platform is a tribute to those who shape the lives of others by giving their time, wisdom and encouragement – something clearly seen in the relationship between Kieran and Mickey Ned, built over the last two decades.
At AIB, we know that momentum is created when people feel supported. By championing these stories of mentorship, we hope to inspire others to play it forward, ensuring that the legacy of support across our communities continues to grow."
Karen Austin, Head of Business Operations at TBWA\Ireland, said:
"The best stories in Gaelic games aren't always found on the pitch. Play It Forward shines a light on the people who help others go further, often without recognition. That's what made this such a compelling platform for us to develop with AIB and its wider agency team. It's a story rooted in generosity, ambition and the belief that success is something we pass on."
