PTSB’s sponsorship of the Irish Olympic and Paralympic teams and Electric Ireland’s sponsorship of Darkness into Light were announced yesterday as Ireland’s most effective sponsorships in 2024.
Voted upon by Ireland’s marketing professionals, the two brands were recognised as the “Big Time” industry winners at the ONSIDE and Marketing Institute Ireland annual Who Won Sponsorship gathering at the Aviva Stadium yesterday.
Sponsorship continues to be one of the fastest-growing elements of the marketing mix, rising to €227m in 2024, up 7% on the year before. The 2024 Olympics and Paralympics, in addition to increased demand for sponsorship assets, have fuelled the growth, and there was a very positive feel about the event despite it being the first to be held since the passing of Onside founder and industry giant John Trainor in February.
Vodafone’s Gerry Nixon paid full tribute to his stature and personal affection within the industry in a moving opening to proceedings.
This was followed by conversations with leaders from across the sector. Philip Greene of PTSBm, Ruth Fahy of RTÉ, and Gavin Noble of the Olympic Federation of Ireland looked back on the summer wins but also forward to the time zone challenges and the audience opportunity of LA 2028, with planning for that already underway.
We also heard from the stars of the games, Rhys McClenaghan, Orla Comerford, and Ellen Keane, who shared their memories of the games and talked fluently about their own responsibility as brand and advocacy ambassadors. Top marks to agent Sinead Galvin of Galvin Sports Management, who looks after each of their careers.
Meadhbh Quinn of Bord Gáis Energy, Jo Harrington of Live Nation, and Linda Nolan of Boots took us into the world of festivals, loyalty, and beauty pop-ups. Shaun Harvey of Wrexham AFC told the story of a small Welsh football team that was taken under the wing of Hollywood and rose to become a brand phenomenon.
The chats were kept rolling along by Darragh Moloney and Evanne Ní Chuillin of RTÉ and Jon Long of Onside.
“Sponsorship is an increasingly important strategic tool in the professional marketing mix, which is on track to surpass €250m annually,” said Shane McGonigle of the Marketing Institute of Ireland in his opening remarks.
“This event is about recognising and celebrating the unique contribution that sponsorship provides to business in the drive to create sustainable, competitive advantage that builds the bottom line for the business.”
“Irish sponsors were showcased on a global stage at the Paris Olympic and Paralympic Games, where meaningful partnerships saw PTSB identified by marketing professionals as the brand that ‘won’ both the Games,” said Kim Kirwan, Director of Intelligence and Insight at Onside.
“This vote placed PTSB ahead of global partners such as Coca-Cola, Samsung, and Visa and was reinforced by the Irish public, who named PTSB as the most appealing sponsor of both the Olympic and Paralympic Games.”
“Closer to home, 70% of marketing professionals felt that Lidl’s sponsorship of the LGFA delivered effective results for the sponsor and 65% of marketing professionals thought AIB’s sponsorship of the GAA Football All-Ireland Championship was an effective campaign.”
A summer filled with music and entertainment saw fans flock to music, arts, and comedy festivals, including Bord Bia Bloom, the Paddy Power Comedy Festival, and All Together Now, where Bord Bia and Paddy Power’s title sponsorship of the events and Guinness’s sponsorship of the Lovely Days Stage were recognised by industry professionals as the most effective entertainment sponsorships of the summer.
Other brands that were recognised as delivering meaningful impact in sports and non-sports sponsorships included Allianz, Lidl, Ballygowan, Diageo, Three and Bord Gáis Energy.
The industry research uncovered Rhasidat Adeleke as the most marketable Irish sports star for 2025, followed by fellow Olympian Kellie Harrington with Rory McIlroy rounding out the top three.
“We are thrilled to have our title sponsorship of both the Irish Olympic and Irish Paralympic teams recognised as the top sports sponsorship of 2024,” said Ger Mitchell, Chief Customer and People Officer at PTSB.
“Like the Olympic Federation of Ireland and Paralympics Ireland, PTSB has deep roots in communities across the country and that’s why this partnership has worked so well.”
“Whether through our ‘Raising a Nation’ campaign at the outset of the sponsorship over two and half years ago, or through our ‘Human Behind the Athlete’ campaign in the run up to the Games in Paris this summer, we have been extremely proud to activate this sponsorship every step of the way, and to enable our colleagues, customers and communities connect with, and show their support for, the exceptional athletes who represented Ireland so well.”
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