Sometimes when you are planning your launch using brand ambassadors you hit a moment.

Among the stars of last weekend, and getting ready to be so again against France on Saturday was Connacht and Ireland rugby’s Beibhinn Parsons. We can only imagine the delight at Glanbia when they saw her score two exceptional tries against wales live on RTÉ on Saturday knowing they had her for a media launch yesterday of the new Avonmore ‘Bring Your All’ campaign.

She appears across all mainstream media today, alongside fellow ambassador Rhys McClenaghan, with more extensive coverage than could have been dreamed off in other circumstances.

‘Bring your all’, is a campaign that heroes a ‘positive, committed and never give up’ spirit and which will see the release of several short videos showing a special insight into the ambassadors’ motivations, training and down-time routines throughout the coming months.

“Through our ambassadors, we are able to tell the story of how they bring their best to their sporting professions,” said Glanbia Marketing Manager Stuart Scott.

“‘Bringing Your All’ is a constant mindset, hard-wired into all those who never give up and bring their all to their craft.”

“I’m delighted to join Avonmore Protein Milk as an ambassador,” said McClenaghan. “This campaign makes a lot of sense to me, it’s all about staying positive, believing in yourself and never giving up. These are my building blocks of success and I hope this campaign helps to share that message with others.”

“I’m thrilled to come on board as an ambassador,” added Parsons. “I’m a big believer in putting the effort in every day to inch you closer to your goals. I’m proud to be a part of a campaign that encourages us all to keep that positive mindset and believe in our own potential.”

In the fourth wave of the Onside Sport Industry Monitor, a collaboration between Onside and over 100 organisations that are Members of Sport for Business, we looked at Brand Ambassadors Social Channels as one of the opportunities on emerging platforms. It was highlighted as a significant opportunity by 32 per cent of our respondents.

If you could be guaranteed to align with the news cycle like Glanbia have this week, that number would climb even higher.


Sport for Business Partners