ADIDAS X MUNSTER RUGBY

adidas and Munster Rugby joined forces to develop a joint sustainability plan to align their belief that sports has the power to bring about positive environmental change.

As part of this project, me and my team were tasked with developing a joint sustainability sports activation concept to help address the fact that fan travel is responsible for 70% of the Clubs carbon emissions, with 81% of Munster fans opting to travel to the stadium on match days via car.

To combat this, The Munster March fan activation was developed. Around select match days, fans were incentivised to travel to the Stadium on foot or via public transport to help the Club cut their emissions. Fans were asked to track their travel using the Ciclogreen app, and meet fellow fans in the city centre to march towards the stadium to watch their club play.

As part of this work, I led the development the activation concept, creative strategy, communications strategy, a full suite of social media assets and promotional videos, and the UI for the Munster Rugby pages on the Ciclogreen app to encourage fans to play their part in cutting their emissions.

The Munster March was rolled out across various matches in 2023-24, with the view to scale the activation to the club's other stadiums in Ireland.