Agency Corner – Galvin Star Appeal

Galvin Sports Management (GSM) is one of the latest members of the Sport for Business community and will be a name that brands and sporting bodies will be getting used to in the coming months.

A former Marketing manager with Athletics Ireland and with experience of competing, as a sprinter; promoting, after a spell in PR with Wilson Hartnell; and working in the FMCG sector, she is well equipped to represent athletes and know what is expected of them.

She has started out off the back of an Olympic year with a strong collection of athletes including Thomas Barr, Ciara Mageean, Ollie Dingley, Ellen Keane, David Harte, Sophie Spence and Scott Evans.

“I represent both male and female athletes across a range of sports, who have stand-out personalities and achieved at the highest level of their sport,” said Galvin speaking yesterday to Sport for Business.

“They all have incredible life stories, strong social reach and on-going media interest”.

There is a challenge looking to push individual athletes when it is the main team sports that attract most of the attention and the sponsorship spend but Galvin feels that is changing.

“There will of course always be a strong demand for these sports, they have a great fan base but their ability to emotionally engage with the consumers is curtailed as team management continue to put pressure on them in terms of what they can and can’t say.”

“They can’t show their personality, express their views on matches or show who they are beyond the performance on the pitch.”

That is increasingly becoming something that brands are aware of and while there is a short term boost in terms of their being a gatekeeper for access that is something which is changing.

It could of course become a stronger element of owned brand content but authenticity is a key trend emerging in how consumers react to stars and that may need an element of representation outside the bounds of a brand guideline.

We will be exploring these themes as part of our Partners ’17 Event taking place at the National Sports campus on April 26th where brands and sports will come together for a morning of engagement on how best they can work together.

There are limited places available.  Find out more and secure yours today here.

In keeping with a strong theme supported by Sport for Business Galvin Sports management sees a particularly strong future for Women in Sport.

“Brands that have been brave like Lidl, Liberty Insurance and Littlewoods in supporting both codes are reaping the rewards. It just makes good business sense.”

 

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