Shane Lowry’s Sponsorship Story

Shane Lowry now stands as one of the most popular individuals in Irish sport. He is pretty much assured of winning the RTÉ Sports Person of the Year come December regardless of what might happen in various team and individual events over the coming months.

In terms of his financial future, the €1.7 million in prize money he earned yesterday is part of a €14 million he has earned on the European Tour alone since turning professional in 2009.

As an Open Champion and one with such obvious public appeal, it is likely that he will now be in a position to sign up to a number of new endorsements and sponsorship deals.

The responsibility for negotiating them will rest with Horizon Sports, the Dublin based agency run by Conor Ridge which also manages the affairs of Johnny Sexton and Peter O’Mahoney in Rugby and Ross Fisher in Golf. It has moved on from the highly controversial split with Rory McIlroy back in 2015.

It was also a good win for Atomic Sport who designed his website and have worked with him on branding.  Atomic signed up as the commercial partnership sales agency of the Dubai Duty Free Irish Open last week as well.

Lowry’s sponsorship portfolio has a very Irish look to it.

Bank of Ireland has been on his shirt since 2014. He acts as a brand ambassador and the deal was renewed for another three years in 2017 running until the end of this year.

“Bank of Ireland’s support in recent years has been terrific and I’m delighted to continue the relationship,” said Lowry after signing the extended deal.

“I’ve really enjoyed representing the bank, whose brand I wear with enormous pride. They have a long tradition of supporting Irish businesses and sport and I am thrilled to continue to be part of their team as I pursue my ambition of rising to the top of the world rankings and competing for major championships over the coming years.”

In 2017 he also signed up Kingspan as a backer. The Cavan based multinational is a strong supporter of Rugby through the sponsorship of Ulster and the Kingspan Stadium, as well as GAA through Cavan and Kingspan Breffni Stadium.

The third of his non-equipment sponsors is also Irish. Immedis is a global payroll and taxation company that came on board with him also in 2017.

“I get huge personal satisfaction from supporting successful Irish businesses with big global ambitions,” said Lowry at the time of the signing.

“My new partnership with Immedis is a great fit from this perspective and I look forward to what lies ahead.”

His equipment sponsor is Srixon / Cleveland Golf the brands which appear on his cap.

The grip on his putter had a special shamrock motif added for this week at Royal Portrush, as did his golf shoes supplied by FootJoy.

Whether Lowry sticks to his Irish base of sponsors over the coming years remains to be seen. His value to global brands is now at an all-time high as a Major winner and with an exemption to compete in the Open Championship for the next 27 years, until he turns 60, and to the US Masters and the other two Majors of the US Open and the US PGA for another five years as well.

All in all, you’d have to say it was a pretty good week’s work.

Read More: A Place in History

Read More: The Business of the Open Championship

Read More: European Tour Goes Atomic on Sponsorship

Similar Articles