This week's mysterious Ladyball campaign attracted a great deal of ire on social media.
It was chastised almost universally as patronising and insulting. The YouTube video advertising the ball, for example, has 189 dislikes compared to 12 likes.
It turns out that was exactly the intention.
https://www.youtube.com/watch?v=5bWbIZl0G5s
It has been revealed that the ball is actually a joint marketing campaign by Lidl and the Ladies Gaelic Football Association (LGFA). Lidl are set to announce that they are the new official retailers of the LGFA and will be sponsoring the association from grassroots up.
The aim of the Ladyball, according to a statement by LGFA president Marie Hickey, was to provoke much-needed debate around supporting women's sporting initiatives in Ireland.
Hickey said: "Through the “Ladyball” initiative Lidl has demonstrated their innovative and dedicated approach to supporting our sport. We hope to see everyone who spoke so passionately in women’s defence in this debate, channel that same energy into pitchside support during the coming season."
It was a risky movie by Lidl and the LGFA, but if that truly was their aim then they'll be pleased by how many people took to Twitter to decry the ball as an insult to women's sport - and how much positive attention has been redirected towards women's sport as a result.
