A new video campaign has been launched to increase awareness of camogie in Ireland.
The Style Of Play initiative will follow four of Ireland's leading camogie players, Kilkenny's Shelly Farrell, Offaly's Siobhán Flannery, Dublin's Sarah O'Donovan and four-time All-Ireland winner Anna Geary, going 'beyond the pitch' to look at their lives outside the sport.
The series is part of a new collaboration between retailer Littlewoods Ireland and The Camogie Association and will be accompanied by a new Style Of Play award for the best score in each match during the Camogie League.
"Over the coming years. we will be working closely with the Camogie Association on a number of shared objectives such as bringing this great sport to a larger audience through innovative means along with highlighting the skill and commitment of the players through our Style Of Play campaign, and rewarding the most dedicated fans," said Littlewoods Ireland MD Geoff Scully.
Speaking to Lovin.ie, Geary said that such initiatives were vital to inspire the next generation of camogie players.
"With Littlewoods Ireland, they're sponsoring the GAA and the camogie and that's really important because what we want to do in the camogie is highlight our game and really take it to a new level. We want to get people to identify that it is a brilliant sport, there's loads of skill and athleticism evident in the game.
"Also, we want younger girls and their parents to realise that it is a brilliant game to be in involved in - not just in a sporting context but also from the social side. It helps you develop skills, your confidence and your personality."
— Lovin (@Lovindotie) February 9, 2017
The Style Of Play campaign kicks off with the first game of the Camogie League between Kilkenny and Tipperary on February 18th, with the video series being screened on Littlewoods Ireland social channels throughout the tournament.