Sport for Business Chats – Sean Brett

Sport for Business is really all about the people within our community. The people that compete, the people that support, the people that make commercial partnerships work and the people that keep the whole sporting circus on the road.

In a new series, we want to introduce you to those people, initially twice weekly but as we hit our stride as part of a daily feature so that we can get around to as many of our wide range of interesting members as we can.

Today, the second in our series is Sean Brett of Liberty Insurance.

Tell us who you are and what you do in the business of sport?

I’m Sean Brett, I lead the Strategic Marketing Team in Liberty Insurance. Liberty Insurance are the principal sponsor of the Liberty Insurance Camogie Championship. Over the last seven years this sponsorship has been a key pillar of our women in sport strategy, and helped us deliver on our commercial goals by increasing our awareness and consideration amongst our target audiences.

Give us one or two things you have done in getting to where you are in 2020 that you feel were of importance?

There are two particular opportunities that I got which helped me get to where I am. The first was with Premier Foods, I took over as Head of Marketing at a challenging commercial time for the business. This meant that as well as my remit in marketing I was more involved in the commercial operations of the business, including asset disposal, and factory moves.

From a marketing perspective the team and I had many successes including the migration of Campbell’s Soup to Erin Soup.

The second was the opportunity to do a maternity cover as Head of Marketing for Meteor, it was a brilliant brand that had the licence to challenge and operate differently, it also showed that I could move industry, eventually giving me the opportunity to work in Liberty Insurance.

What excites you about working in the business of sport?

Giving players the support platform to excel and providing opportunities to grass roots clubs to have big match day experiences are very rewarding.

I get the greatest buzz though on Camogie All Ireland Final day when we get to take our 24 flag bearers pitch side and see the excitement on their faces.

Sport is very important to me and is a passion of mine, so great to be able to combine your passion and work.

And what would you find to be an occasional (or regular) frustration?

From a work perspective when people seek the easier option, even though the harder route while challenging will deliver better long term results. Outside of work, permanent frustration with Man United at the moment!!

What are some of the things you have on your work agenda for the next twelve months?

We have a few exciting initiatives for the year ahead, but sorry no spoilers!

And give us one thing that you would like to achieve in a personal capacity?

I keep saying I’m going to do the Today FM school of radio, so it’s on the agenda for the second half of the year. I think radio is a fabulous medium. Thankfully we can still have differing views & debates in Irish media, hopefully this will always be the case.

Outside of your own sport give us one event in an Irish and one in an international context that you would like to experience?

On the wish list is the Aintree Grand National and I’m lucky enough to have gotten a ticket for the JP McManus Pro-Am so I’m really looking forward to that.

Give us one sporting partnership over recent years that you admire?

I like what Guinness have done with the 6 Nations especially the expansion this year to the experiential element.

Aer Lingus’ partnership with Irish Rugby really cuts through and I really admire the work Lidl have done with Ladies Gaelic Football. (Sorry editor I know you said one).

And one individual that you really respect?

I had the opportunity to work with John Coffey for three years in Liberty Insurance, it is great when you get to work with people who share similar ambition as you. I would love to get the opportunity to work with Sarah Keane some day, that would be a dynamic environment.

Tell us something about you that people might not know?

I hate egg mayonnaise sandwiches, just in case you were planning on having them at a meeting. And foam rolling.

What is the thing about being a member of Sport for Business that you get the most from?

The opportunity to listen and learn from others in the industry.

While many of us compete against each other it is often reassuring to hear others experience similar challenges as you and then see how they overcome them.

And our Quickfire round to finish off…

Hurling/Camogie or Football?

Football or Rugby World Cup

Twitter or Instagram?

Night in or night out?
Night out.

Early bird or night owl?
Early bird.

Favourite meal?
Once there is baked cheese, cake and no mushrooms I am happy out.

Favourite Movie in the past twelve months?
Controversial but in a close call Knives Out over Once Upon a Time in Hollywood

Favourite Song on your playlist?
At the moment Blinding Lights by The Weekend, think it’s the 80’s vibe off it.

Favourite Book you’ve read in the past year?

I’m a fan of the Charlie Parker series, but the standout book for me was The Fifth Risk by Michael Lewis, a real eye opener.

Sporting Hero?

Tough one but Brian Cody

If you are a member of Sport for Business and would like to take part in our Sport for Business Chats, email us today and we will be in touch.

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