Client: DFI Beds
Category: Interiors / Lifestyle
Market: Ireland and Northern Ireland
Services: Sponsorship, Partnership Negotiation, Content Strategy, Video Production, Media Relations
RNN secured DFI Beds' landmark partnership with the Ladies Gaelic Football Association (LGFA) - making the Co. Tyrone bed manufacturer the association's first-ever sleep partner, and unlocking direct access to over 200,000 members nationwide.
DFI Beds is one of Ireland's leading bed manufacturers, with a core customer base of women aged 25-45. The brand wanted to build a new avenue for promotion in the Irish market - one that would move beyond traditional retail marketing and create a genuine connection with its audience.
RNN identified the LGFA as the ideal partner. As the most-played sport by females in Ireland, the LGFA (Ladies' Gaelic Football Association) offered a natural synergy with DFI Beds and its focus on rest, recovery and performance. RNN worked closely with the LGFA to explore the opportunity, negotiating an agreement built around both organisations' needs and securing a two-year partnership that made DFI Beds the association's first-ever sleep partner.
The deal delivered official partner status for DFI Beds, including category exclusivity, a high-profile PR launch at Croke Park, access to LGFA talent and brand ambassadors, branding at games and online, social media posts across LGFA's channels, inclusion in LGFA ezines, and usage rights to the LGFA logo and assets across marketing campaigns.
DFI Beds became the first-ever sleep partner in the GAA, and the first sleep partner in LGFA history - giving the brand a direct line to over 200,000 members across 1,000+ clubs nationwide. The partnership launched with a standout event at Croke Park, generating photography and video content that announced the collaboration in style. DFI Beds went on to appoint brand ambassadors and produce content connecting the science of sleep with sporting performance.
The sponsorship remains in place today, giving DFI Beds an ongoing platform to promote its range to over 200,000 women across Ireland, and a continuous stream of original, relevant content linking sleep and performance.
