GAA seals new deal for sponsorship of Kellog’s GAA Cúl Camps
Kellog’s has signed a three year deal to back the Kellog’s GAA Cúl Camps from this summer.  The iniative will also involve on pack promotions on the company’s most popular brands.  The camps are already the most popular among the 84 per cent of Irish parents who plan to send their children to a summer camp this year. They are held at local GAA clubs in every county and 80,000 attended in 2011.
The camps and the sport in general will benefit this year from the massive boost of on-pack promotions on Kellog’s Corn Flakes and Rice Crispies between April and August.  This will be especially important with the counter attractions of the UEFA Euro 2012 Championships in June and the London Olympic Games in July and August.
The packs will have a unique code enabling a €5 discount on the €55 cost of attending the camps.  Further discounts are available for registering more than one child.
Almost half a million children between 6 and 12 years of age have participated in GAA Cúl Camps in the last six years.  Speaking at the launch of the new sponsorship on Tuesday, Ard Stiúrthóir, Páraic Ó Dufaigh, said “We are delighted to be embarking on a new three year deal with Kelloggs. We expect that the numbers participating in Kellogg’s GAA Cúl Camps can now grow further in 2012.  We know that children participating in the camps develop excellent skills and lasting friendships.”
Jim Mc Neill, Managing Director, Kellogg Company of Ireland said: “We are delighted to be launching the first major partnership between the Kellogg Company of Ireland and the GAA. We know that our cereals are in 75 per cent of Irish homes and we believe that this partnership will have a positive impact, by helping even more Irish children to develop sporting and personal skills which will help them grow, be their best and have some fun along the way.”
Kellog’s and the GAA released a survey of parent’s attitudes towards summer sports camps which will be considered in detail in Issue 17 of Sport for Business Weekly to be published on Thursday, March 29th.
Cadbury reveals sweet deal for Olympians and Paralympians
Cadbury is to support the Irish Olympics and Paralympics teams at London 2012 and will roll out its largest ever promotion in stores over the coming weeks.
It has selected sprinter Paul Hession, swimmer Grainne Murphy and Paracycling World Champion Catherine Walsh as its brand ambassadors for the games.  Cadbury will work closely with these athletes over the coming months to help raise the profile not only of the athletes themselves but also to drive pride and support around participation of all Irish athletes in the Games.
“There has never been a more exciting time for a brand to be involved in the Olympic and Paralympic Games,” said Brian O’Sullivan, MD of Kraft Foods Ireland.  “As a company with a large Irish manufacturing base and heritage here we are fully behind each and every Irish athlete taking part in the Games and immensely proud to play a role in their journey to London 2012.”
“Cadbury’s promotion and support for our athletes will help build public excitement and team awareness as we get ready to ‘go for gold’ in four months’ time,” said Pat Hickey, President of the Olympic Council of Ireland.
“We are delighted that Cadbury is partnering with the 2012 Irish Paralympic Team towards this Summer’s “home Games,” added Liam Harbison, CEO of Paralympics Ireland.
UEFA EURO 2012 Club Prestige Packages Launched in Ireland
UEFA was in Dublin yesterday to launch a new official corporate hospitality package around the Republic of Ireland matches at the Euro 2012 Championships.  Businesses will be able to buy two levels of the new Club Prestige packages that will provide for either box or lounge entertainment before and after the three matches in Poznan and Gdansk.
Packages cost between €1,450 and €2,250 and are available from UEFA direct or through official agents.
60,000 of the total number of 1.4 million tickets tournament in Poland and the Ukraine have been set aside for the Club Prestige programme.
“In recent years, business contacts, tourism and direct relationships between Poland and Ireland have greatly intensified.  The Championships provide an excellent opportunity to develop mutual and multilateral business relationships, ” said Magdalena Mazany-Krasnodebska, UEFA Commercial Manager, speaking in Dublin on Tuesday.
UEFA has also secured exclusive hotel inventory for gusts on the Club Prestige packages.
Sport for Business Round Table
Thank you to all those who participated in Tuesday’s first Sport for Business Round Table on the relationship between alcohol and Sport in Ireland.  The group covered the approach towards public health policy, the culture around sporting achievement, the nature of alcohol companies involvement with sport in Ireland and Europe and looked at the best ways in which a responsible approach to promotion can be maintained.
An initial report will be published in this week’s Sport for Business Weekly.