AIB has launched Play It Forward, a new platform for its sponsorship of the 2026 GAA Football All-Ireland Senior Championship, shining a spotlight on the coaches, mentors and role models whose support helps shape players both on and off the pitch.
The campaign reflects AIB’s long-standing belief that progress is built on support.
While Gaelic Games are often defined by moments of sporting excellence, Play It Forward focuses on the people working behind the scenes whose guidance, encouragement and experience help others realise their potential.
At the heart of the campaign is a documentary-style film directed by award-winning filmmaker Ross Whitaker.
The film explores the relationship between Kerry football legend Kieran Donaghy and his mentor Mickey Ned O’Sullivan, tracing the influence O’Sullivan had on Donaghy’s journey to becoming an All-Ireland champion.
Through Donaghy’s story, the campaign highlights the lasting impact mentorship can have, not only on sporting success but also on personal development.
Now a coach himself, Donaghy is passing on that knowledge and support to the next generation, reinforcing the campaign’s central message that success is something to be shared.
For AIB, the platform is a natural extension of its commitment to helping people move forward. Just as mentors provide guidance and confidence to those around them, AIB supports customers as they pursue their ambitions and work towards the life they want.
“Great mentors don’t just lift cups; they lift teams, communities and future generations,” said Elaine Purcell, Chief Marketing Officer at AIB.
“With Play It Forward, we are incredibly proud to celebrate the powerful impact of support within Gaelic Games. By championing these stories of mentorship, we hope to inspire others to play it forward and ensure that this legacy of support continues to grow.”
Developed by TBWA\Ireland in collaboration with AIB and its wider agency partners, the campaign will run throughout the championship season across television, digital, social, experiential and in-stadium channels.