AIG VICTOR IRISH OPEN
2025
+1.58 MILLION ORGANIC VIEWS IN 30 DAYS
The AIG VICTOR Irish Open is Ireland’s leading international badminton tournament.
Five days of elite competition.
International players.
Full stands in Dublin.
Badminton Ireland wanted the online presence to reflect the level of the event.
Our role was to plan the build-up, capture the tournament in real time, and grow the sport’s digital reach during its biggest week of the year.
Over 4 weeks, the campaign delivered:
Results That Speak for Themselves
+1.58 Million ViewsORGANIC
+394 New FollowersNew
+249,356 Accounts ReachedNew
+44,489 Interactions+178% from 2024
THE PLAN
We structured the content campaign in two stages:
STAGE 1: MOMENTUM
Before the tournament started, the focus was simple: BUILD THE MOMENTUM
PLAYFUL AND CULTURE-DRIVEN REELS
GET TO KNOW THE PLAYERS
TRAINING AND BEHIND-THE-SCENES
SHUTTLE
TALK
Crafting the Narrative
THE STRATEGIC CHALLENGE
In sports marketing, the “Tournament Week” is often too late to start the conversation. For the 2025 Irish Open, Badminton Ireland needed to grow the Irish Open’s image into a “must-see” mainstream event. Our goal was to ensure fans weren’t just watching a match; they were following a story.
THE SOLUTION: CHARACTER DRIVEN ENGAGEMENT
We implemented a Pre-Event Narrative Strategy. Before the international players arrived in Dublin, we introduced the “Cast of Irish Characters.”
Aiming to create anticipation early and give casual viewers a reason to care. If people don’t know who the athletes are, their best rally still looks like “a clip.”
We wanted the audience to recognise names, feel stakes, and start picking favourites.
THE THINKING BEHIND IT
Sport is character-driven.
Our approach is to treat athletes like the main characters of the week. That means building familiarity before the first serve: who’s in form, who’s chasing a title, who’s a local threat, what matchups are coming.
This stage is where we do the “narrative setup”:
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introduce the cast
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seed the key storylines
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make the tournament easy to follow for someone who doesn’t watch badminton every week
It also lifts the baseline so tournament-week content doesn’t start from zero.
THE RESULT
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458,590 views
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68,891 accounts reached
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6,878 interactions
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+105 followers
Stage 2: Tournament
During the five-day event, output increased significantly. And we DELIVERED.
LIVE
COVERAGE
Fueling the Moment
WHAT WE DID
We worked on-site and published in real time: match-winning points, dramatic rallies, athlete reactions, and behind-the-scenes moments. The content wasn’t built around “what happened today” — it was built around “what people will feel.”
THE GOAL
Win the attention window while it’s still open.
In live sport, the moment has a short shelf life. If content lands fast and feels real, people share it. If it’s late, it becomes a recap. Tournament week was about speed, emotion, and consistency — so the Irish Open stayed in people’s feeds every day.
THE RESULT
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1,189,707 views
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199,784 accounts reached
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37,611 interactions
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+289 followers in five days
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72.5% non-follower reach
Reels drove the majority of impact:
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73.5% of views
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91.4% of interactions
1. SPEED BUILDS MOMENTUM
When highlights go out quickly, they ride the energy that already exists in the venue and online. That’s how you turn a rally into a conversation, not an archive. Win the attention window while it’s still open.
2. AUTHENTICITY BEATS POLISH IN LIVE SPORT
The crowd noise, the reactions, the raw emotion — that’s what makes people stop scrolling. We shoot and edit in a way that keeps the moment intact.
3. NARRATIVE BEATS RANDOMNESS
Not every rally needs to be posted. The best content is the content that moves the story forward: a breakthrough performance, a final win, a rivalry moment, a home favourite, a shift in momentum.
Tournament week accounted for over 70% of the campaign’s total visibility.
Sponsors don’t win by “being present.” They win by being remembered.
Our goal was to give partners real exposure inside content people actually finished and shared. Sponsor value goes up when it’s attached to emotion: a final win, a huge rally, a standout Irish performance.
Two principles guided placements:
1) Timing matters
Sponsors featured early (first 3 seconds) achieved stronger visibility. Viewers drop off as seconds pass, so early placement increases the number of people who actually see the brand.
2) Moments matter
A sponsor attached to a big win or electric rally performs better than a sponsor attached to a neutral update. People rewatch and share emotion.
Sport grows when its stories travel.
The AIG VICTOR Irish Open showed what happens when the right moments are captured and shared while the competition is still unfolding.
Athletes gain visibility. Fans stay connected. Sponsors appear inside moments people actually remember.
If you are planning a tournament, championship, or major sporting event, we can show you how to make its impact travel far beyond the venue.
PORTFOLIO
