As part of its efforts to restore public trust in Ireland’s banking sector, Bank of Ireland has announced it has signed a new three-year sponsorship contract with Irish, European, World and Olympic boxing champion Katie Taylor for an undisclosed sum. Recently home from winning her fifth consecutive World Championship in South Korea, the Bray boxer will act as brand ambassador for the bank by fronting its foreign exchange ads.
The campaign strap-line ‘Being competitive isn’t enough’ features Taylor in print and broadcast ads espousing what it takes to succeed at international level – a competitive edge and the right people in the corner. Bank of Ireland says it wants to be the country’s top foreign exchange provider. Taylor, 28, who has won 17 gold medals, also fronts for Toyota, Sky, Adidas, Lucozade Sport, Aramark and Its4women.ie car insurance.