The Irish Open is attracting crowds to Fota Island and the biggest topic of sporting conversation kicked off there on Wednesday when Rory McIlroy revealed that he would in fact represent Ireland at the Rio 2016 Olympic Games.
This week’s Friday Forum of Sports Marketing experts from within the Sport for Business community takes a look at some of the issues that arise from the decision.
The panel this week is James O’Reilly from Wilson Hartnell, Kieran McSweeney from Pembroke Communications and Rob Hartnett from Sport for Business. This is what they had to say…
What impact will Rory’s decision to represent Ireland have on the rest of the team?JO’R: It will be hugely positive. What country wouldn’t want him in their squad? I’m sure if you asked any Irish athlete who hopes to be in Rio what they think of Rory being part of the set up I’m sure they would all say it’s great. The only time it would ever have been a negative influence would have been if the situation had dragged on if he hadn’t made a decision, so it’s beneficial to all involved that he’s put that to bed now.
KMcS: When you have one of the highest profile sports people in the world, and one of the best in his chosen sport, on your team it can only be a good thing. I had the chance to interview Rory McIlroy many moons ago when I was working for TV3 and he was honoured as one of the Irish Examiner’s Young Sports People of the Year. He couldn’t have been any more than sixteen or so but even then he had an aura of confidence about him. I feel that confidence will rub off on others in the team setting. We’ve all seen what he is like when part of a team at the Ryder Cup. He really buys into the team ethos and gets behind his team mates. I expect we’ll see something similar at Rio 2016. And if he wins a medal…well a rising tide lifts all boats!
RH: He will add to the interest in the team and the buzz among those who are part of it. The timing will lessen the distraction, with the Open Championship and the USPGA tournaments taking place in two of the four weeks prior to the Olympics. A big bonus is that the newly constructed golf course will be very close to the main Olympic venues, only 5KM from the athletes village so there is every chance he will be in among the other athletes. Andy Murray said after London 2012 that “as an individual sportsman I have certainly never experienced anything like it.” Hopefully the impact will be equally positive for McIlroy.
Do you think it will raise the interest in corporate support of Ireland’s Olympic team?
JO’R: Yes, there’s no doubt that potentially having the world’s number one golfer with such a high profile worldwide will certainly raise the interest in corporate support. Rory McIlroy is a global brand, so any sponsor coming on board with Team Ireland will be able to tap into that profile.
KMcS: It will certainly make it an easier sell. What brand wouldn’t want to be linked with one of the world’s top stars even if it is by association. Realistically how many marketable stars does team Ireland have outside of Katie Taylor? The addition of Rory McIlroy would be a major asset.
RH: It will certainly give a strong angle for Stephen Martin and his team in terms of opening discussions with brands that might be new to Olympic partnerships. The expectation of what will be possible will need managing so that a realistic expectation is set. McIlroy’s primary sponsors is Nike who have traditionally been outsiders in terms of Olympic sponsorship. It is likely then that they may look to use him in some pre Games work that will add to his profile within the broader sports community.
Will sponsors want some of Rory or will they be keen to stay with more ‘corinthian’ sports stars?
JO’R: In the Irish marketplace he will definitely become more attractive to sponsors as his image and profile in the country are boosted. Can they afford him? There’s probably only a select few who can and there’s a lot of golf to be played in the next two years – Rory’s had his fair share of controversy following him around in recent times, so who knows what that the future holds. If he puts his head down and concentrates on his game between now and then the world is his oyster.
KMcS: It is inevitable that sponsors will want some of Rory. The Corinthain spirit of the Olympics is a lovely notion and sometimes it is reinforced by the occasional moment that captures the imagination e.g. Eric the Eel. Does anybody remember what kind of swimwear Eric was wearing though?
RH: Two years is a long time and new stars may emerge but it does appear likely that McIlroy and Katie Taylor will be our two Gold standard stars going into the games. There is also the prospect of Irish teams making it to Rio for the first time, with Hockey and Women’s Rugby likely competitors. That will add to the dynamic as well. I cannot imagine a partner coming on board and not wanting some access to both of the superstars, though the motivation for sponsorship is becoming deeper than the one off photo-story.
Imagine a tag line for a campaign featuring Katie Taylor and Rory McIlroy
JO’R: The original Golden couple!
KMcS: It will certainly make it an easier sell. What brand wouldn’t want to be linked with one of the world’s top stars even if it is by association. Realistically how many marketable stars does team Ireland have outside of Katie Taylor? The addition of Rory McIlroy would be a major asset.
RH: It will certainly give a strong angle for Stephen Martin and his team in terms of opening discussions with brands that might be new to Olympic partnerships. The expectation of what will be possible will need managing so that a realistic expectation is set. McIlroy’s primary sponsors is Nike who have traditionally been outsiders in terms of Olympic sponsorship. It is likely then that they may look to use him in some pre Games work that will add to his profile within the broader sports community.
Will sponsors want some of Rory or will they be keen to stay with more ‘corinthian’ sports stars?JO’R: In the Irish marketplace he will definitely become more attractive to sponsors as his image and profile in the country are boosted. Can they afford him? There’s probably only a select few who can and there’s a lot of golf to be played in the next two years – Rory’s had his fair share of controversy following him around in recent times, so who knows what that the future holds. If he puts his head down and concentrates on his game between now and then the world is his oyster.
KMcS: It is inevitable that sponsors will want some of Rory. The Corinthain spirit of the Olympics is a lovely notion and sometimes it is reinforced by the occasional moment that captures the imagination e.g. Eric the Eel. Does anybody remember what kind of swimwear Eric was wearing though?
RH: Two years is a long time and new stars may emerge but it does appear likely that McIlroy and Katie Taylor will be our two Gold standard stars going into the games. There is also the prospect of Irish teams making it to Rio for the first time, with Hockey and Women’s Rugby likely competitors. That will add to the dynamic as well. I cannot imagine a partner coming on board and not wanting some access to both of the superstars, though the motivation for sponsorship is becoming deeper than the one off photo-story.
Imagine a tag line for a campaign featuring Katie Taylor and Rory McIlroy
JO’R: The original Golden couple!
KMcS: ‘The gloves are on’
RH: Simple, aspirational. ‘Irish Gold’
RH: Simple, aspirational. ‘Irish Gold’
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The Friday Forum will be a regular feature. Contact us today if you would be interested in contributing your thoughts on the issues of the day between sport and business.
