“The choices we make reveal the true nature of our character.” Much is made of the reasons why alcohol companies choose to sponsor or associate with sport. Depending on your point of view, it is to encourage brand switching or encourage greater consumption. What is not in doubt though is that the creativity which goes into big budget advertising, generally well beyond the budget of an individual sport, can in fact change the very perception of that sport and occasionally show why it is so important.
If you have not yet seen the Guinness ad which has gone viral around the world, take a minute to do so now, and ask whether such a treatment of disability sport would have been possible or even conceivable a mere 18 months ago.
Sports Tourism Seminar at Croke Park (September 19th)
Sport for Business 20/20 at Ulster Bank HQ (October 8th)
The Business of Youth Sport Seminar (November 28th)
