The word September means a lot more to football fans than it does to others when it's in the right context. For players, September is the culmination of a year's self-denying dedication, training and (for the best) playing competitive matches. For fans, September is the ultimate goal: the All Ireland Championship finals.
Bank of Ireland's sponsorship of the football has this year generated a classic piece of copy writing (from Irish International):
"It's extraordinary how September begins in October."
No explanation. No elaboration. Simply an image of someone training. Limiting the audience maybe, but brilliant effect on those in the know, and hopefully making other curious.