Aviva Pride

Spend energy being yourself, not hiding it

Celebrate Pride 2021

We at Aviva are working with our charity partner BeLonG To Youth Services to raise funds to continue the fantastic work it does to support young LGBTI+ people in Ireland. This June, we’ll be selling rainbow shoe laces both online and in store through Intersport Elverys for €4. For every pair of laces sold, all proceeds will be donated to BeLonG To Youth Services.

Join us then, on Wednesday June 23rd, for our #LaceUpWithPride day! We are calling on the Irish sporting community to wear their rainbow laces with Pride in solidarity with the LGBTI+ community. 

Aviva Lace up with Pride

Support Pride 2021

Sport returns to clubs and pitches across the country, we’re inviting the sporting community to ‘open back up with Pride.

Launch Video

Aviva Ireland, proud sponsors of the IRFU and the FAI Men’s National Football Team, the Women’s National Team, and Aviva Stadium, is teaming up with Elverys and BeLong To for its #LaceUpWithPride Campaign giving people the chance to buy rainbow laces.

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00:00:07 Ailish Considine, Adelaide Crows

I guess I was always, like, the skillful one really. To be honest you were a little bit awkward.

00:00:16 Eimear Considine, Ireland Rugby International

Yeah, we were very different people. I wanted to be inside doing my hair and she would never play with me so, the only thing we had in common was sport and I suppose it was a nice middle ground, a common ground for us.

00:00:28 Ailish Considine

Sport has the power to show everyone no matter who you are, what you are that it is ok to be you and to be part of that community and when you see players that you look up to men or women who ever it is playing on the field and you look down on their boots and you see laces that are rainbow coloured like, for me it probably just gives me that sense of pride that it’s ok and I think for other people who aren’t gay, what ever that may be that they see ‘Ah look at these players that are supporting this cause’ and they think if they’re ok with it so why can’t I be ok with it so it just broadens their horizons because sport has the power to do that.

00:01:07 Eimear Considine

Lace Up with Pride this June and support BeLonG To Youth Services, by purchasing rainbow laces from Elverys.


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Aviva staff celebrate #LaceUpWithPride for Pride 2021

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0:00:03 Emma McPherson, Head of Customer Operation

In Aviva were really passionate about our diversity and inclusion agenda. And pride and LGBTQ is a huge part of that. We’ve a really active pride community and the activity of that pride community has meant that our staff really feel free to be themselves at work.

00:00:20 Rahul Gumber, Chief Risk Officer at Aviva

I think Aviva’s now got a quite good track record of supporting the LGBTQ+ community, which has really made the workplace much more diverse and much more inclusive.

00:00:32 Lisa Bergin, Sponsorship Manager at Aviva

I think the impact that the pride rainbow laces will have on others will be similar to hopefully what the feeling that they’ve had from us lighting up the stadium over the last number of years. It’s really important that you can bring your true self to work or whatever you do in you’re everyday life and hopefully the rainbow laces symbolises that.

00:00:50 Moninne Griffith, Chief Executive Officer at Be LonG To Youth Services

I think it’ll be really important for LGBTQ people of all ages but especially young people to see again a big iconic building like the Aviva Stadium lit up in the rainbow colours. It just makes them know that they are visible, they’re valued and their welcome here

00:01:05 Jason McAvoy, Customer Initiatives Manager at Aviva

Creating a diverse and inclusive workplace for me and my colleagues is a fundamental part of living up to our purpose at Aviva for being with you today for a better tomorrow

Aviva outro: Lace Up with Pride


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Aviva Group Services Ireland Limited, a private company limited by shares. Registered in Ireland No.322579. Registered Office One Park Place, Hatch Street, Dublin 2.