Beauty & SkincareNuasan × Shelbourne FC Women — Women's Sports Market Entry
Nuasan entered women's football through Rebecca Creagh, combining athlete-led Instagram promotion with recovery-focused product seeding across Shelbourne FC Women.
Overview
The campaign
Nuasan partnered with Sport Endorse to build relevance in women's sport by connecting with Rebecca Creagh, former Shelbourne FC player and current player liaison. Rebecca promoted Nuasan on Instagram and introduced its natural active-care range to the full Shelbourne Women's first-team squad for use around training and post-match recovery.
The challenge
Nuasan is an Irish natural skin and bodycare brand designed around active lifestyles, with products positioned for muscle, joint and skin care before and after activity. The brand wanted to expand its relevance within women's sport, but doing that credibly required more than simply sending products to a generic influencer. It needed access to a trusted person inside an established women's football environment who understood the demands of training, match preparation and recovery.
The campaign also needed to create two kinds of value at once. Nuasan wanted visible social-media advocacy, but it also wanted genuine product use within a team setting. That meant the right partner needed credibility with players, a natural connection to Shelbourne FC Women and enough familiarity with the squad to introduce the range without the activation feeling forced or transactional.
The Sport Endorse solution
Sport Endorse connected Nuasan with Rebecca Creagh, a former Shelbourne FC player who was serving as the club's player liaison. That combination made her unusually well placed to bridge brand and team. Public Sport Endorse records state that Rebecca promoted Nuasan's natural and sustainable products on Instagram and provided the full Shelbourne Women's Squad with the Nuasan range to support post-match recovery and training.
The internal CRM evidence supports the same activation even though no dedicated campaign Deal could be located under Rebecca Creagh, Shelbourne or Nuasan-Shelbourne search terms. A HubSpot note dated 17 July 2024 records that Rebecca Creagh had provided Nuasan product to the full first team of Shelbourne Women's Squad. This gives the campaign a clear product-seeding component alongside Rebecca's social promotion.
The strategy was deliberately practical. Instead of positioning Nuasan only as a sponsor logo, the products were placed into the routine of an elite women's football squad, where recovery and bodycare were relevant to everyday performance. Rebecca's role gave Sport Endorse and Nuasan a credible route into the team while her Instagram activity created an outward-facing layer for the partnership.
Athlete fit
Rebecca Creagh was a strong fit because her connection to Shelbourne was both sporting and operational. She had represented Shelbourne as a player and, by June 2024, was publicly described as a former player and current player liaison officer. That meant she understood the culture of the club, had direct access to the women's squad and could introduce Nuasan in a context where the products were relevant rather than artificially inserted.
Her background also gave the campaign authentic women's-football credibility. Creagh had competed at a high level in the Women's National League and had experienced the physical demands of elite football herself. For a brand seeking entry into the women's sports market, that credibility mattered: Nuasan was being represented by someone who could connect the product's recovery positioning with the realities of training and match play.
Deliverables
- Rebecca Creagh selected as the campaign link between Nuasan and Shelbourne FC Women.
- Nuasan's active skin and bodycare range supplied to the full Shelbourne Women's first-team squad.
- Products introduced for use around team training and post-match recovery.
- Instagram promotion delivered through Rebecca Creagh to extend the activation beyond the squad.
- Women's football product-seeding activation delivered through an established club environment.
- Brand positioning reinforced around athlete wellness, recovery, natural ingredients and sustainable bodycare.
Results
The available records verify the team-wide seeding and Instagram activation but do not contain campaign-specific reach, impressions, engagement rate or sales-lift figures. Those metrics have therefore been omitted rather than estimated. The strongest documented outcome is the successful placement of Nuasan products across the full first-team environment, giving the brand authentic exposure within women's football.
“A campaign-specific testimonial was not published for the Shelbourne activation. A broader Nuasan testimonial about using Sport Endorse, however, captures the access problem the platform solved for the growing brand: "I couldn't believe that I would now be able to access so many professional athletes." - Maria O'Donnell, Sales & Market Manager, Nuasan”—
Run a campaign like this
Tell us your goal — we'll show you the athletes, the process and the reporting on a short demo.
Book a Demo