Due to the lack of a clear brand strategy and positioning for the League of Ireland, the league identity had been driven by the lead sponsor – SEE Airtricity. The name ‘League of Ireland’ was completely missing from the logo, with it only featuring the title sponsor.

The situation had meant that there was little / no equity being built into the League of Ireland. Critically, this also limited the commercial opportunities for the league.

The new brand positioning and subsequent identity looked to celebrate the visceral intensity of LOI games - games where fans are so close to the action they are almost a part of it. The identity is modern, vibrant with a dynamic edge. The identity used modern bold colours that could flex over the different divisions.

Critically, the new identity gave the league it's own new identity - separate to, but complimented by the commercial partners.

The League of Ireland has enjoyed it's most successful year ever with record numbers of fans attending matches and watching games on TV and Online.