Bord Gáis Energy unveils electric new hurling campaign with Lee Chin and The 2 Johnnies

The Tenth Man agency partners on championship sponsorship creative

Bord Gáis Energy has today launched a new campaign celebrating the raw energy, wit and spirit of hurling, featuring Wexford hurling star Lee Chin alongside popular comedy duo The 2 Johnnies. The nationwide campaign, which commences this May, represents a bold creative direction for the company and reinforces its steadfast support of the Bord Gáis Energy GAA All-Ireland Senior Hurling Championship.

The centrepiece of the campaign is a dynamic TVC where Chin literally goes toe-to-toe with The 2 Johnnies in a visually arresting, high-octane showdown that brilliantly melds athletic prowess with comedic flair. 

The campaign titled It’s all heating up celebrates the unique energy in hurling that makes the game so great: the lightning-fast pace of the game, the skill of the players honed over years and generations, the wildness of the sport with its physicality, passion and thrill, while highlighting Bord Gáis Energy's role in powering both Irish homes and the nation's fastest field sport.

Crafted in partnership with The Tenth Man, the acclaimed Dublin- and London-based creative agency known for culture-first storytelling, the campaign delivers a fresh and disruptive approach to sponsorship marketing in Ireland. The Tenth Man brought their distinctive cinematic style and characteristic humour to the production, masterfully translating Bord Gáis Energy's vision into a memorable campaign.

"This campaign transcends energy—it's about genuine connection," said Meadhbh Quinn, Marketing Director at Bord Gáis Energy. "Our sponsorship of the GAA Hurling Championship stems from profound respect for the communities, players and supporters who make this sport extraordinary.  Working with The Tenth Man, we've created something bold and entertaining that authentically captures hurling's essence." 

Ken Robertson, Founder and CEO of The Tenth Man, commented: "Hurling isn't merely a game—it's a cultural phenomenon. We wanted to honour that passion whilst delivering something unexpected and entertaining. This collaboration with Bord Gáis Energy has been a brilliant opportunity to achieve precisely that."

The advertisement debuts on 12 May across television, digital platforms, social media, out-of-home advertising, and in-stadium displays throughout the championship season. Additional activations are planned to enhance fan engagement and celebrate the communities that sustain the sport.

This campaign marks Bord Gáis Energy's 16th year as proud sponsor of the All-Ireland Senior Hurling Championship, underscoring their enduring commitment to Irish sport and culture.