“This year when two traditions come together, legends will be born.”
Those stirring words delivered in mellifluous tones are part of a new first time sponsorship between Kerrygold and the Curragh Racecourse which comes to life on Saturday with the first running of the Kerrygold Oaks.
The traditions relate to grass and the sponsorship is front and centre stage on the Kerrygold website and in marketing being done by the brand around the world.
That in itself is a neat fit for the curragh’s ambition to be seen as a truly World Class racing destination now off as well as on the track.
This year Kerrygold celebrated becoming the first ever Irish food brand to exceed €1 billion in annual retail sales globally.
It is the brand of the Kerry farmers group Ornua and undoubtedly one of the success stories of Irish business over recent decades. The Kerry Group, which makes Dairygold, has been a long time sponsor of the GAA in Kerry and has a major facility only a strong ride away from the Curragh but it is Kerrygold that has stepped up to take on the sponsorship of the Oaks, one of Ireland’s five Classic races.
“We are excited to welcome Kerrygold on board as new sponsor of one of our most prestigious race meetings,” said Derek McGrath, CEO, The Curragh.
“We look forward to working closely with them to create memorable experiences for race-goers and participants alike. This is a wonderful opportunity for both Kerrygold and, indeed, us at The Curragh, to bring together two iconic Irish brands to showcase a shared rich history in a contemporary and creative way that is unique to The Curragh.”
You have to hand it to them but tradition works in the most modern context of short-form video content