Yesterday we broke the news that Yoplait was becoming a first-time sponsor of Irish sport taking on the title partnership of the Ladies Football Higher Education competitions.
This morning we were joined by Deirdre Lowry, Brand Manager at Yoplait to talk about what it was that attracted the brand to get involved in sponsorship within sport, what in particular it was about the Ladies Gaelic Football offering that was attracted, how we might see some of the lessons learned from the brands partnering with Team GB at the Tokyo Olympics and what we might see by way of activation in this first year of partnership and beyond.
It is always great to bring a fresh perspective to sponsorship and this is a brand that knows a thing or two thousand about getting the right message across in a crowded space.
You can watch the interview back in full by clicking on the link above, or if you prefer by text we will have a transcript in today’s PM bulletin.
