The Guinness Never Settle campaign has been shortlisted by the European Sponsorship Association in its Best of Europe category for this year’s European Sponsorship Awards.
It has been selected based on its winning the All Ireland Marketing Awards Sponsorship Management Award last year.
Ireland has a rich tradition in this award, winning a Silver medal in each of the last four years for SSE Airtricity’s Eco Explorer Club last year, Vodafone’s Team of Us in 2021, Aldi’s Play Rugby in 2020 and Bord Gáis Energy’s Hurling to the Core in 2019.
Grace Crowley and Rob Hartnett of Sport for Business are the two Irish judges among the 13 who will judge the Best of Europe Award this year, alongside Peter Raymond of the ESA and representatives of Visa, AS Roma and the University of London.
Other Irish or Irish-based judges of the awards across the other categories are Elma Beirne, Lisa Bergin, Stephen Bradshaw, Lorna Danaher, Kate Fitzgerald, Michael Green, Shireen McDonagh, Rob Pearson and Colm Roche.
This is an excerpt from the Guinness Ireland submission made on their behalf by Wilson Hartnell who were the lead agency behind the campaign.
“In a bold and brave move, Guinness sought to bring their brand values and their parent company Diageo’s 10-year vision to contribute to a more inclusive and sustainable world to life by leveraging their sponsorship of the Women’s Six Nations to promote inclusivity in rugby. The 2021 Women’s Six Nations for the first time had its own Championship window, but our critical insight revealed just 6% of sports coverage in Ireland is dedicated to the women’s game. Guinness pledged to ‘Never Settle’ and use their brand strength, marketing prowess and rugby heritage to increase visibility through real action, and in turn unlock a new occasion and deep emotional connection for Guinness and women’s rugby.”
“Guinness set out to make the Women’s Six Nations one of the most talked about sporting events in Q2 in Ireland by mobilising the rugby community, increasing awareness and changing the narrative. We leveraged Guinness’influence through our voice and allies within rugby. We delivered a multi-channel national awareness campaign flipping our rugby assets to support the women’s game. Consistent earned media engaged existing and potential fans. And we rewrote history creating innovative and first-to-market partnerships with Wikimedia and Twitter.”
“‘Never Settle’ has laid the foundations for the further development of support for the women’s game and resulted in a notable share uplift for the brand amongst women in Q2 2021. Media coverage soared and Guinness was voted the most loved sports sponsor in Ireland.”
Sport for Business Perspective:
30 different Irish campaigns have gathered 40 different shortlistings putting Ireland well clear of the field in terms of recognition at the prestigious awards.
We are particularly proud of the fact that no fewer than six of our main partners in Sport for Business – AIB, AIG, Bank of Ireland, PwC, Sky and Allianz have all been shortlisted as well as work from Aer Lingus, Legacy Communications, the GAA, Dublin GAA, Future Proof Media, Bord Gais Energy, Energia, SSE Airtricity, the FAI, Leinster Rugby, the IRFU, Virgin Media, Whoop, Core, Wilson Hartnell and Teneo, all of whom we are pleased to count as longstanding members.
Read More: Guinness Backing Tangible Support for Women’s Rugby Profile
Read More: Ireland Scores Massive in European Awards Shortlist
