Continental Tyres x FAI Women’s National League

Continental Tyres partnered with the FAI to elevate the Women’s National League and reinforce its commitment to road safety, performance, and community impact.

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:ontinental Tyres, a premium global tyre manufacturer, sought to connect with a younger, values-driven audience through its sponsorship of the the Football Association of Ireland’s Women’s National League (WNL). While the brand enjoyed strong equity in motoring circles, it saw an opportunity to amplify its support for women in sport and position itself as a genuine ally in the growth of the game.

Cullen Communications designed and executed a multi-year PR and content strategy to maximise Continental’s role in the league. Our work focused on human-led storytelling, community engagement, and sponsorship activation that felt authentic and emotionally resonant. This included original content such as Tough At The Top, a documentary on Wexford Youths FC, and #TheRoadITravel, a campaign profiling the journeys of WNL athletes.

Through carefully planned media outreach, loyalty programmes, and collaboration with the FAI’s communications team, we helped build visibility and credibility for both the league and the sponsor.

The result was a standout example of sports sponsorship done right: meaningful, memorable, and measurable.

Media Relations

Our team secured national and regional coverage with branded visuals, thought leadership, and consistent news hooks, in collaboration with the FAI’s comms team. We introduced a grassroots loyalty programme to reward supporters, deepen engagement with FAI members, and foster a genuine sense of community.

Sponsorship

We transformed a standard sponsorship into an emotionally engaging platform through custom content, fan engagement, and media events aligned with league milestones.

Content Creation

From mini-documentaries to player-led video series, we developed narrative-driven content that gave audiences a personal connection to the league and its athletes.