Last night was a special night in a personal capacity as I was recognised with the Outstanding Contribution Award at the 2024 Irish Sponsorship Awards.

It was humbling to step into the spotlight after similar recognition was granted to Pat and Una McDonagh, Peter McKenna of Croke Park, and Mike Adamson of Live Nation in years past.

I was the only winner who got to say a few words, and I have published the gist below in case it is of interest.

The night, though, was all about the winners in their fields, the excellent campaigns they have overseen, and the work they have done to keep the Irish Sponsorship sector at the very top of its game.

Aer Lingus emerged as the ones who would have needed to pay for extra baggage leaving the Crowne Plaza, picking up three awards – Sponsorship of the Year and Best Sports Team or Athlete Sponsorship for its partnership with Irish Rugby, and Best Sporting Event Sponsorship for the partnership with the Aer Lingus College Football Classic.

They were in good company among other Sport for Business members, beating a path to the stage.

Lidl’s brilliant partnership campaign with the Ladies Gaelic Football Association to ‘Get Behind the Fight’ won two awards: Best Multi-Platform Sponsorship Brand and Best Sponsorship Team.

Electric Ireland were also double winners for Darkness Into Light in Best Societal Sponsorship – Charity and for the Brighter Future Fund as the Best Arts and Cultural Sponsorship.

The GAA Healthy Clubs programme won with Irish Life for Best Societal Sponsorship.

Sport for Business PWC 30 Under 30 Alumni Cillian Walsh was there to pick up the Best Use of Social Media Award for Just Eat’s work on the UEFA Europa League Final.

Sports Direct, SSE Airtricity, PwC, BoyleSports, St Patrick’s Festival, AIG Ireland, Special Olympics Ireland, the KPMG Women’s Irish Open, Horse Racing Ireland, and Sky Ireland were also recognised in their shortlisting for their work in the past twelve months.

Outside of our own ‘family’, Three took home the same number of awards with City Stages, winning Best Use of PR, Best Grassroots Sponsorship and Best Sponsorship Team.

PHD Media won three for Best Entertainment and Event Sponsorship, Best Use of Media Channels and Innovation in Sponsorship with Tanqueray 0.0 and the Dublin International Film Festival, RTÉ and Baileys and then with Audi and the Stella Cinema, which we will be visiting again soon.

Urban media picked up the Best Radio Broadcast Sponsorship for Pride Vibes.

Danone and Mediahuis won in the Best Low-Budget Sponsorship category for the Real Health Podcast.

Londis and Ireland’s Fittest Family won the Best TV Broadcast Sponsorship.

 

 

A few thoughts

 

Coming back briefly to my Outstanding Contribution Award, it was very special not only to be nominated but also to receive it in front of so many friends within the sector.

I had three minutes to make a speech, so I chose to thank those who had all been part of the Sport for Business journey before sharing a few thoughts on how I feel life can well be lived by keeping the right balance between work and life.

They seemed to go down well last night, so for what they might be worth in helping others…

 

Thanks to all of you who are members of Sport for Business, or indeed might be in the future.

Honestly you have given me the opportunity to create and grow the absolute dream job combining all of whatever skills I might have, to shine a light on the brilliant work you do.

I never wake up without a buzz of adrenaline for what today might bring, and that is a gift you have given me.

When I thought about what I might share with you, it kind of came out like a manifesto for how I do what I do. So, in the hope that it might strike a chord, here goes.

It comes in two parts…

Work.

Never be afraid to jump into the unknown.

When I was 29, I was a Director of the Tote with a 2 million budget, world travel, and responsibility for the Cheltenham Gold Cup—the perfect job. But I jumped at the chance to come home to Ireland because I absolutely love the place.

Never be afraid to make stupid mistakes. You will never fail if you never try, but it is worth it.

Be a friend to those you work with. It’s always about people, how you treat them, and the reaction that is generated.

When you can, always say yes as your default. If someone is starting out and asking for coffee and advice, take the time.

We lost a good man earlier this year, John Trainor of Onside, who many here will have known, and many who will have become better in what they do and who they are as a result.

I wish you were here, John.

Life

In everything you do, try to be kind and to be the best version of you that you can be.

Give your time, thoughts, and experience, ask for nothing in return, and you’ll find sooner or later that you get back far more than you imagined it might be worth.

If you are a parent, never miss out on those key parts of your children’s lives. They will remember you being there longer than you remember the call you had to take. Be present.

If you are lucky to have parents who are still alive, tell them you love them. Not on Instagram, but in person, with a hug. Again, you will never know until you know just what value there is in that.

And lastly, find someone you love and make sure you hang onto them.

My beautiful wife Elaine is here with me tonight. It’s our wedding anniversary. Today, 32 years ago, we danced around the Conrad Hotel, the happiest couple in the world.

And we are still going strong.

She gave me the courage to stop away from working with Dermot Desmond to take a flyer on an unproven idea to try to make a difference in sport and the way it operates.

She has held her breath at times when the idea of bootstrapping a business that needed to be big and bold on a budget meant some corners had to be shaved if not cut.

If it hadn’t been for her, I wouldn’t be here, and if this wasn’t me, you might have had somebody who doesn’t know when his three minutes of fame are up.

Thanks for this but I would stress that it it is an outstanding, not a lifetime contribution award and I’m not going anywhere other than wherever I can keep on playing a part among such wonderful people as all of you.

Go raibh mile mile maith agaibh.

 

 

 

Sport for Business, in partnership with Allianz, will hold the 2024 Sport for Business Sport for Social Good Conference on Thursday, October 24th. This is one of ten events currently planned for the remainder of 2024.

Register your interest to attend a Sport for Business event here.

 

The Sport for Business Membership comprises nearly 300 organisations, including all the leading sports and sponsors, as well as commercial and state agencies. 

Find out more about joining us today.