Sponsorship plays a key role in marketing for Heineken who manage a diverse and award winning portfolio covering multiple brands and targeting key segments across Ireland.
Marketing Director Sharon Walsh gave insight into how they are looking for brand preference rather than brand awareness from their engagement with major events across sport and music when she spoke at the Irish Sponsorship Summit in February.
The appointment will see The Brand Fans working across all aspects of sponsorship including local strategy, planning, insight, activation and evaluation and for all Heineken Ireland brands.
“We are delighted to be appointed as a partner to support Heineken Ireland,” said Daragh Persse, Founder of The Brand Fans. “This is following on from a successful year in 2013 working on Heineken’s sponsorship evaluation and we are very excited about working across all aspects of sponsorship strategy and activation going forward.”
“Heineken are a world class brand with an exciting and engaging portfolio and we look forward to building on their award winning work”.
“The Brand Fans have a huge amount of sponsorship experience and they bring a fresh and innovative approach to sponsorship strategy, activation and evaluation. We look forward to working with them on the next phase of Heineken’s sponsorships
strategy,” added Karl Donnelly, Heineken Ireland.
Heineken will be learning shortly whether its sponsorship of the Heineken Cup will survive the turmoil and change in European club rugby while there are still concerns over potential Government ban on alcohol companies sponsorship of sport. The value such an extended ban would remove from sport is indicated by the fact that Heineken sponsors broadcast coverage of the UEFA Champions’ League in 150 countries around the world where such support is permitted but not in Ireland.