One of the biggest challenges for minority sports is to maintain interest between the peak moments of their tournament cycle.
For Paralympic sport that is a major focus given that the main attention bestowed on the sport only comes around every four years.
After the massive success of London 2012 there was though a platform of public interest in the stars and inspiration in what they achieve on a daily never mind Olympic basis.
Allianz recognised the need for greater exposure through its long term association at Head Office level with the International Paralympic Committee. The Irish arm was a central supporter of London 2012, enabling Setanta to broadcast live coverage that had never previously existed.
In the post London period they decided to extend and expand the relationship by becoming the official partner of the Paralympics Ireland Athletics and Swimming teams.
“London was the perfect meeting point between what we assume sport to be and what it really delivers in terms of emotion and power,” said Allianz Group Head of Marketing Damien O’Neill speaking to Sport for Business.
“We see a key part of our role as sponsors in enabling that point to be seen and felt by as many people as possible, and in so doing raise the prospect of it being repeated again and again.”
“If we can assist in broadcasting an emotional moment that makes people feel alive, then our sponsorship has been a success.”
“It has what we have done over many years with events like the Cumman na mBunscoil in schools GAA and the reward for the business comes from an affinity to the brand at that key moment when people are taking out insurance.”
“Sponsorship is about that long term gain, rather than a shorter term sales agenda which we look after through other more direct methods in the wide range of marketing tools that are available.”
The looking at the longer term has seen Allianz provide greater support, and awareness across the European Paralympic swimming Championships taking place this week in Eindhoven.
James Scully has already secured a bronze medal and Ellen Keane, while still waiting her Leaving Cert results, has already made it to three finals with personal and season bests being achieved in all. Ailbhe Kelly (pictured) also made it to her European Final.
“We will be with the Athletics team in Swansea later this month as well and doing what we can to support the teams as they continue their road to Rio.”
“It is a privilege to work alongside athletes like Ellen, James and the team” added O’Neill.
“Our objective is to create the right environment where we are not just looking for ‘assets’ but working with the athletes, coaches and administrators to build greater value for us all in what they have the power to achieve.”
