DELIVERING IN THE 94TH MINUTE: JOHN O’SHEA STARS IN NEW DHL X FAI CAMPAIGN

Former Ireland captain and current Assistant Head Coach highlights the shared values of timing, precision, and delivering under pressure in a new video campaign.

DUBLIN — November 2026 — DHL Express, the Official Logistics Partner to the Football Association of Ireland (FAI), has launched an engaging new content campaign featuring former Ireland captain and current Men’s Senior Team Assistant Head Coach, John O’Shea.

The digital campaign draws a clever, light-hearted parallel between the high-stakes world of international football and the fast-paced precision of global logistics.

Shot inside a bustling DHL sorting hub, the video sees O’Shea step out of his coaching gear and into a DHL high-vis vest. Walking among sorting belts and cargo containers, O’Shea reflects on what it takes to perform at the highest level: “Timing, precision, delivering when it matters.”

The film flashes back to O’Shea’s famous 94th-minute equaliser against then FIFA World Champions Germany in 2014—showing that whether it is a dramatic match-saving goal on the international stage or ensuring vital team gear arrives safely at away fixtures across the globe, execution under pressure is everything.

Speaking about the campaign, John O’Shea said:

“In football, as in logistics, timing and teamwork is hugely important. Whether you’re preparing for a massive international game or making sure tons of kit and equipment get to where they need to be around the world, you need a team you can rely on to deliver when the pressure is on. DHL play a big part in helping the Ireland teams behind the scenes.”

The campaign highlights DHL’s role behind the scenes supporting Irish football across all levels—from transporting gear and equipment for national teams competing across Europe to supporting grassroots initiatives nationwide.

Ciara Hynes, Brand, Marketing & Communication Manager at DHL Express Ireland, added:

“As the long-standing Official Logistics Partner to the FAI, DHL is proud to keep Irish football moving on and off the pitch. John O’Shea embodies the drive, reliability, and precision that both football fans and our customers expect. This campaign celebrates the passion of Irish football while showcasing that no matter the scale—big or small—DHL delivers.”

The video will roll out across DHL Express Ireland and FAI digital and social media channels (Instagram, Facebook, LinkedIn) throughout the upcoming UEFA Nations League games against Austria and Kosovo.

Watch the Campaign Video: