‘Love Rivalry’ Research launched to celebrate Heineken® Champions Cup ‘23
Rivalry splits the nation as provinces square off for a place in the Heineken® Champions Cup Quarter Final.
To explore how much rivalry is embedded into Irish culture, Heineken® has undertaken research across Leinster, Ulster, Munster and Connacht.
The research is part of the Heineken® ‘Love Rivalry’ campaign, encouraging sports fans, and non-sports fans alike to enjoy some friendly rivalry as the 2023 Heineken® Champions Cup knock out phase begins this weekend with Leinster V’s Ulster.
The results are in…
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Leinster is the most competitive province with 86% of people in Leinster claiming to be competitive. (Munster 80%, Ulster 79.5%)
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When it comes to watching rugby, Leinster people ‘enjoy rivalry’ (85%) more than their Ulster counterparts (80.5%)
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Munster is the most supported province when it comes to sport with 71% of people in Muster ‘supporting a sports team’ versus 70% of people from Leinster & 66% in Ulster backing a team.
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When asked if people from Ireland are a ‘competitive bunch’ Ulster agreed most wholeheartedly (89%) compared to other provinces. *(Leinster 85%, Munster 87%, Connacht 88%)
To bring the story to life, The Heineken® ‘Love Rivalry’ campaign is fronted by two rivals Paul Olima (Leinster) and Shane Todd (Ulster) with Vogue Williams (Leinster).
Born in Dublin, Paul Olima, one of the leading fitness influencers in the UK and Ireland and former professional rugby and soccer player is no stranger to rivalry. Paul has notched up millions of followers on TikTok and Instagram for his playful, comedic sketches.
Paul Olima, Leinster Supporter, said: “I’ve seen the research and, it’s no surprise that Leinster is coming out as the most confident. The whatsapp groups with the lads are always hopping on match day with playful slagging back and forth between the lads, who all support rival themes. Can’t wait to cheer Leinster on this Saturday.”
Shane Todd, Belfast born international stand up comedian, podcaster and content creator is fresh back from touring LA and in advance of his hotly anticipated Australian tour. Shane was quick to join the ‘Love Rivalry’ campaign, known to be able to give as good as he gets when it comes to a witty back and forth.
Shane Todd, Ulster Supporter, said: ‘Irish people are great slaggers, which makes for great craic back and forth between rival fans and I love all of that. This campaign hits the nail on the head when it comes to Irish culture – appealing to both rugby nuts and fair weather fans like myself. As an Ulster man, the research shows we need to up the ante and get a bit more competitive. My rivalry rants are revving up…’
Fans of Howth-born presenter Vogue Williams will know she enjoys healthy competition with her husband, Spencer Matthews, on their hit podcast, which will be coming live to Dublin in September. Vogue also recently completed the Dublin theatre leg of her UK and Ireland tour with her pal and comedian Joanne McNally – bringing their hugely successful podcast My Therapist Ghosted Me to sold-out venues over 2023.
Vogue Williams, Leinster Supporter said “I love the craic that comes with match day and the laugh between friends and family of opposing teams in the lead up. There’s plenty of it in our house, living with my English husband, nobody holds back. I love being part of the action and hosting a viewing party at home. It’s a great excuse to get everyone together.”
Overall, Ireland is a fiercely competitive nation according to this research.
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Over 85% of Irish people confess to ‘loving a good rivalry’
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90% of people in Ireland believe the Irish to be a competitive nation
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Over 80% of people considering themselves to be ‘competitive’
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70% of Irish people support some type of sports team
Speaking on the campaign, Ronan McCormack, Marketing Manager, Heineken® said “The ‘Love Rivalry’ campaign is all about enjoying some friendly rivalry with friends and family on match day. With the final in Dublin coming up on the 20th May, we wanted everyone in Ireland to feel included in the excitement surrounding the Heineken Champions Cup this year whether they can make it to the big games or not. Paul, Vogue and Shane were the perfect people to help bring this campaign to life’.
To join in with the Rivalry, Heineken® invites everyone to submit their voice messages of rival cheers and chants. The best voice note entries will appear on sound-activated billboards across Ireland & South Africa where Leinster, Ulster & Munster play. VIP tickets to the Heineken® Champions Cup Final in May are up for grabs for the best entries. Enter here – https://love-rivalry.com/
@heinekenIreland #HeinekenChampionsCup #LoveRivalry
