- Research reveals 1 in 4 are more interested in women’s sport than 12 months ago
- 43% say not knowing any athletes is a barrier to attending a female sports event
- 24% of current LGFA inter-county players say gender issues and cultural or societal norms are biggest barrier to be coming a role model
Dublin, Tuesday 14th January 2025: Lidl Ireland and the Ladies Gaelic Football Association (LGFA) today launched the 2025 Lidl National Football League season and unveiled striking new research spotlighting the importance of developing and elevating Irish female sporting role models for the positive impact they can have on individuals, society and their sport.
Continuing the momentum of Lidl and LGFA’s hard-hitting ‘Get Behind the Fight’ campaign, new research conducted by Red C in November 2024 revealed the need for more high-profile female players in sport as 42% of the Irish public said they would be more likely to attend a women’s sporting event in person if someone well-known was playing.
However, the challenge of player visibility and audience connection remains, with 43% believing that not knowing anyone who is playing is a barrier to attending a female sports event – an increase from 33% of respondents surveyed in Lidl’s 2023 research study – illustrating the growing importance of raising the profile of female athletes to attract fans.
The unveiling of this new research comes with the 2025 Lidl National Leagues about to get underway. There are four fixtures in Division 4 next Sunday, January 19th, as Kilkenny, Antrim, Leitrim, Fermanagh, Sligo, Wicklow, Longford and Derry commence their campaigns.
Saturday January 25th marks the start of the Division 1 season and the opening game is one to savour, as TG4 All-Ireland Senior champions Kerry take on Armagh, the 2024 Lidl National League Division 1 winners, at Austin Stack Park, Tralee. That game, scheduled for 1.30pm, will be broadcast live on TG4. Also, on the same day in Division 1, Dublin host Mayo at Parnell Park, with a 2pm throw-in time. Across the weekend of January 25th/26th, action in Divisions 2 and 3 will also get underway, while Round 2 fixtures in Division 4 are also down for decision.
The 2025 Lidl National Leagues will conclude across the weekend of Saturday/Sunday April 12th/13th, with the Finals across the four Divisions. TG4 will provide live coverage of the Divisions 1 and 2 Finals from Croke Park on Saturday April 12th, while the Divisions 3 and 4 deciders will be available to view live on the Spórt TG4 YouTube channel on Sunday April 13th.
Challenging Societal Norms
Thinking about the challenges facing LGFA players specifically in elevating their public profiles, a quarter of current inter-county players (24%) surveyed say that gender issues and cultural or societal norms – such as prioritising male sport over female sport – is the most significant barrier.
This is reflected in the public’s behaviour and attitudes towards female sport. When asked about the reasons for not attending women’s sporting events, the majority of the public say they still prefer to go to men’s sporting events (51%) whilst almost a quarter (23%) believe the women’s game isn’t as important as the men’s.
Recognising this status quo however, the Irish public believe that challenging societal norms is crucial in levelling the playing field for women, both on and off the pitch. Two thirds of the Irish public (66%) said that having female sporting role models encourages equality, 56% say they encourage diversity and inclusion in society and over half (56%) say it contributes to smashing gender inequality within sport specifically.
Importance of Female Role Models
When thinking about the importance of sporting role models, over half of Irish adults (57%) say they had one growing up, with Sonia O’Sullivan being the most popular hero, inspiring almost one in ten respondents.
As parents, men are more likely than women to believe that having a female sporting role model is important for their sons (54% men, 46% women) and daughters (61% men, 58% women) growing up.
Parent’s understanding of the impact on children of Irish female sporting role models saw a broad spectrum of benefits – from encouraging a healthy lifestyle for kids (57%), positive mental health (48%) and positive body image (46%); to essential life skills such as instilling teamwork (49%), good work ethic (44%) and leadership skills (37%). Female sporting role models were also deemed to promote equality (55%) and representation within their community (34%).
Recognising the importance of role models within LGFA itself, 100% of inter-county players agree that having LGFA role models are important with over half (58%) believing they can help raise the profile of the sport, but 43% of inter-county players do not currently consider themselves to be role models.
Growing up, 37% of LGFA inter-county players surveyed said they looked to male sports stars as their role models, but just 2% say they currently have a male sports role model now that they are older, highlighting the changing needs for women in sport and the importance of inspirational female athletes throughout a player’s career.
At 27%, Katie Taylor was the most cited female sportsperson who inspired our inter county stars own sporting careers. Closer to the game, players named Cora Staunton, Vicki Wall and Caroline O’Hanlon as the local LGFA stars that inspired them to compete at the highest level.
Leveraging a Stellar Year for Irish Women’s Sport
Focusing on the emotional connection with players that drives fans and spectators, this year’s research shows the significant impact that a successful year for visibility of women’s sport has had in shifting public opinion on support for female athletes.
Three quartersofthe Irish public (75%) were able to name an Irish female sports star unprompted. Of this, Katie Taylor remained top of the list and was named by more than half of respondents (57%), whilst a fifth of respondents named Kellie Harrington in second place – growing from just 4% awareness last year to 20% following her stellar gold medal win at the 2024 Paris Olympics.
Other notable boosts in public profiles included Katie McCabe (growing from 10% awareness to 17% this year) and Rhasidat Adeleke (with a significant boost from just 1% to 12% this year) whilst Sonia O’Sullivan, Leona Maguire, Rachel Blackmore, Cora Staunton and Anna Geary all completed the public’s line up.
After an incredible year for Irish women’s sport, which saw the Irish public watch a range of different female sporting events including the Paris 2024 Olympics athletics (47%), boxing (43%) and swimming (39%) events; Women’s International Soccer games (30%); Women’s League of Ireland soccer (13%); Ladies’ Gaelic National Football Leagues and Championships (22%); Women’s Irish Open (11%) and Solheim Cup (9%), one in four (24%) people said they are more interested in female sport now than they were at the same time point last year.
Robert Ryan, CEO Lidl Ireland, said, “Since 2016, Lidl has worked in partnership with the LGFA to identify the challenges facing Ladies Gaelic Football and women’s sport more broadly, and the role we can play in addressing them. Continuing our ‘Get Behind the Fight’ campaign, we want to shine a spotlight on the phenomenal individuals who represent their counties in the Lidl National Football Leagues.
“These athletes are incredible role models for everyone in society and our latest research shows that raising the profile of our female sports stars encourages participation, attendance and positive engagement with female sport.
“After an outstanding year for women’s sport, with major events placing female athletes in the spotlight, it’s clear to see that when females in sport are visible, public support for those athletes and the sport itself increases.
“This latest research demonstrates that spotlighting LGFA players and ambassadors throughout our ten-year partnership is more important than ever. We’re committed to using our reach and resources to amplify their profiles in the communities we operate in across the country and give them a platform to tell their stories and inspire others to follow in their footsteps.”
Mícheál Naughton, LGFA President, said: “This is yet another eye-catching and thought-provoking piece of research from Lidl Ireland. The ‘Get Behind the Fight’ campaign was unveiled at the launch of the 2024 Lidl National League season and has made a significant impact, urging support for live female sport and highlighting that nearly 60% of Irish people have never attended a female sports event.
“This latest research piece shines a light on the importance of female sporting role models, and we are extremely fortunate to have so many of them playing prominent roles in their local communities as leading club and inter-county players. This is yet another exciting year for the LGFA as we look forward with anticipation to another Lidl National League season, ahead of the provincial and All-Ireland championship season. I wish all of our counties the very best as they embark on their journeys in 2025 and a huge word of thanks to Lidl Ireland, our National League sponsors and official retail partner, for their continued #SeriousSupport.”
Lidl, who recently signed a three-year partnership with Her Sport as title sponsor of its prestigious Her Sport Awards to further support and recognise outstanding achievements from women in sport, has committed more than €10 million to the development and promotion of Ladies Gaelic Football since 2016.
Launching the 2025 Lidl National Football League this morning at a special event held at Croke Park, the event provided a platform to bring unique research and international expert insight to the Irish sporting landscape, with a focus on the importance of female sporting role models, the positive impact they have in driving engagement with female sport, and the societal and cultural challenges facing female athletes.
Lidl Ireland brought together a panel of expert speakers to Ireland to share their experiences of elevating player visibility and the impact that it can make on players, teams and the overall sport.
Legendary UK broadcaster and sports commentator Kelly Cates was joined by Maggie Alphonsi, World Rugby Hall of Famer capped 74 times for England, to share their personal experiences and insight on being role models and the impact of female sports role models.
Speaking about her career as current Sky Sports and BBC Radio Live 5 Sport presenter, Kelly Cates said:
“It’s important that, as females with a platform in sport, we use our voices to elevate the profiles of female athletes and normalise sport as a world where young girls and women can be a part of.
“The more we do this, the more we can inspire the next generation and challenge societal norms. When we give female athletes, sports journalists, and broadcasters the platform they deserve, we create a ripple effect that not only changes the game but also helps to shape a more inclusive, equal future for everyone.”
Sharing her expertise from her former career with Saracens and England women’s rugby, Maggie Alphonsi said: I’m very excited to be part of the Lidl LGFA NFL Launch Event alongside an illustrious line-up of panellists to talk about the power of role models in Ladies Gaelic Football and women’s sport in general. Role models play a vital part in inspiring the next generation to see what’s possible but they also help bring the fans closer to the sport. Role models connect fans, they foster interest and inclusivity. Women’s sport needs more role models and in this event we will share insights and knowledge about how women’s sport can harness the power of role models.”
Dublin’s 2023 TG4 All-Ireland Senior Championship winning captain Carla Rowe, 2024 European Championships 1500m gold medallist Ciara Mageean and 2018 Six Nations Grand Slam winner Keith Earls discussed the findings of the research and explored the personal impact of sporting role models on their careers.
Former Ireland men’s rugby star, whose daughters play with Monaleen GAA in Limerick, Keith Earls said: “Sporting role models can inspire young people to chase their dreams or to stay in sport and benefit from all the great things that sport can provide like teamwork, friendship and resilience. It is great to see so many positive female sporting role models for our young people to look up to and be inspired by.”
Olympic middle-distance runner and Lidl Northern Ireland Sport for Good Ambassador Ciara Mageean shared her thoughts on the research findings; “As athletes, we have the opportunity to inspire the next generation, not only through our achievements but also by fostering a community where young girls can see themselves as champions.
Our actions can empower them to dream big and help create a future in which girls and women in sports are respected and celebrated. It should be acceptable to say, “I want to be the best,” and to pursue that goal wholeheartedly because they will have witnessed the commitment, resilience, and perseverance it takes to reach such heights.”
Commenting on the findings from the inter-county player study, LGFA Dublin All Star Carla Rowe said:
“Recent research conducted by Lidl and the LGFA has shown that female role models in sport play a crucial role in inspiring and empowering young girls. When young athletes see women succeeding in sport, it not only boosts their confidence, but also creates a ripple effect in society, promoting gender equality. The visibility of female players is fundamental to changing the narrative around women’s sports, breaking down barriers, and encouraging more girls to participate.
“Investing in female athletes benefits not only the sports community, but it fosters a wider cultural shift toward equality, empowerment, and visibility. The research shows that there are still challenges around player visibility and audience connections which, collectively, we need to strive to improve”.
The 2025 Lidl National Football League season gets underway this weekend with four fixtures across Division 4, while action across Divisions 1 to 3 gets underway from the 25th January. TG4 All-Ireland Senior champions Kerry host Lidl National League Division 1 title holders Armagh in the opening round of Division 1 on the 25th of January.
The 2025 Lidl National Leagues conclude across the weekend of the 12-13th April with the Divisions 1 and 2 Finals taking place in Croke Park on Saturday 12th and broadcast live by TG4. The Divisions 3 and 4 finals will take place on Sunday 13th April.
The LGFA and TG4 have confirmed live coverage of 13 fixtures from the 2025 Lidl National Leagues, via linear TV and the Spórt TG4 YouTube page, commencing with the Kerry-Armagh clash from Austin Stack Park, Tralee, on Saturday January 25th.
Peil na mBan Beo will be available to audiences globally on the TG4 Player at www.tg4.ie/beo and on the TG4 Mobile and Smart TV App.
Tickets to attend the group fixtures of the 2025 Lidl National Football League matches are available via the host county boards and ticket information will be available on www.ladiesgaelic.ie
#GetBehindTheFight
