We will be reporting and updating live from the Aviva Stadium in Dublin this morning for the European Sponsorship Association (ESA) Ireland annual event.
Latest update below at 12:30
Kicking off with registration and networking from 08:00 and running through to lunchtime, the event will feature leading voices in sponsorship, marketing, and brand partnerships from Ireland and across Europe.
If you’re at the event, please come and say hello. If not, stay with us to see what nuggets of wisdom are being distributed.
Welcome and Introduction
08:45 ESA Board Director and Managing Director of The Brand Fans, Daragh Persse opens the event with a welcome and introduction, setting the stage for the day’s discussions.
”Ireland genuinely seen as a really important part of the ESA family, the only pan European group for sponsorship professionals.”
”Real purpose and real relevance to the multiple Irish winners at the 2025 ESA Awards in London.
Read about the Irish winners here.
Lovely personal element showing a picture of the 1961 Dublin Camogie team with Daragh’s mum in a pinafore. Fast forward to the winning of player power backed up by sponsors Staycity, the video for which we will share here later.
ESA Update and 2025 Sponsorship Trends
09:00 Chair of the European Sponsorship Association, Sophie Morris, is also Co-Founder and Director of Sponsor View, an independent sponsor satisfaction research service. With over two decades in marketing and sponsorship, she brings a wealth of knowledge to the event.
€32.91 million value of sponsorship in Europe, recovered from pandemic losses in 2023 and increased 6.9% in sport and 6.4% in non-sport over the 12 months into 2024.
Top 10 Trends from ESA survey
1. ESG
2. AI (+1)
3. Women’s Sport (+5)
4. Measurement (+4)
5. Cause / Purpose / Community (+3)
6. Experience (Re-entry)
7. Audience Engagement (-2)
8. Data (-4)
9. Talent (New)
10. Content (New)
Global revenue from Women’s sport forecast to rise from €1Bn in 2023 to €23 Bn in 2033!
09:25 Building the Business Case to Invest in Women’s Sport
An award-winning sports broadcaster and journalist, Marie Crowe brings over 15 years of experience covering major sports events across Irish national media. Her recent accolades include Journalist of the Year in 2024 and a Royal Television Society Award for investigative journalism. At the ESA event, she will delve into building the business case for investing in women’s sports.
As Senior Sponsorship Manager at Royal London, Jess Glover has been instrumental in pioneering partnerships, notably influencing the creation of the first-ever Lions Women’s team. Her previous roles include leading partnership management at The IRONMAN Group and activating PepsiCo’s sponsorship of the UEFA Champions League at Fuse.
Group Managing Director at Wasserman, Lenah Ueltzen-Gabell oversees the agency’s growth across the UK, Middle East, and China. With a background as a former equestrian, she champions growth and equality for women in sports, music, and culture.
09:30 Brilliant interview on the strength of Women from Wasserman’s The Collective which we will share here later.
”One of those ‘Why not’ moments.
“The holy grail of doing good while doing good business”
”Values of inclusivity are central to Royal London pushing for and support of a Women’s Tour for British and Irish Lions.”
”Investment of €3 M in home nation unions is significant and allows for hiring of coaches and stepping up the level at every level.”
“How can we build brand love but also increase brand loyalty. Brand love is 20% higher in cohort that is aware of the Women’s Rugby partnership.”
”We have relevance in the ‘heat moments’ but the challenge is to keep new fans engaged and to make real change systemically.”
”We need to continue to give space and visibility. Let’s continue to create sporting stars as cultural icons. Women should be inherently part of the sport conversation, not just the Women’s sport side of the equation.”
“Brilliant to see young boys wearing the shirts and following the socials of Women sports stars, and caring.”
10:10 The Breathing Space: 2025 ESA Awards Sponsorship of the Year 2025
Co-Founder and Creative Director at NOSLEEPTILLBROOKLYN, Aris Theophilakis boasts a portfolio featuring brands like Audi, Mercedes-Benz, and Red Bull. His agency’s triumph at the 2025 ESA Awards with Gjensidige adds to a distinguished collection of industry recognitions.
A well established insurance company, sponsoring Norwegian teams in football and handball but over time willing to experiment. Hence partnership with Noway’s number one beach festival and a small creative agency.
”A festival from the wooooo people.”
“An audience that wants excitement, a brand that wants to get closer to young people…”
”Hit the ground walking slowly. Year one get involved with meaningful ‘bits’ like lost and found, merch, condoms, sunscreen and listen”
”36% of Gen Z feel socially uncomfortable.”
”Young people don’t need you to talk about mental health. They need somebody to talk to.”
Create ‘The breathing space’ on a limited budget but with a brilliant impact for those who need it and for the brand.
Mary Maguire of Legacy on how ESA Ireland is building out education and professional development.
Link to follow on this
The Verve Penalty Shoot Out
Great engagement from Verve and Ping. Tap to score. Three rounds. Just like Cork last weekend we were winners on the away team but fastest fingers and winners of tickets to Live Nation events were Leah Gunn from Levy (using Aviva stadium familiarity) and Gavin McAllister of 1920 Worldwide. Sorcha Fennel Sheahan now of Bord Bia Bloom came third but maybe there’ll be a bonus ticket for her. All the rest came tied 4th.
1150 MII AIM Awards Sponsorship Winners Panel
Shane McGonigle of the Marketing Institute of Ireland will host a discussion with some of the winners from last month’s All Ireland Marketing Awards.
John West for its Féile sponsorship with the GAA and Diageo moving into the sponsorship of Summer are the two programmes up for discussion.
”The challenge was to break through perception among customers and internally.”
”The sponsorship with Aiken over 55 summer festivals all around the country and helped us come out of the snug and into the heart of Irish summer.”
12:20 ELEMIS x Aston Martin F1
Global Partnership Director at ELEMIS, Amy Mansell has over 20 years of experience spanning sports, fashion, music, and entertainment. She currently leads the groundbreaking ELEMIS x Aston Martin F1 partnership, marking a significant entry of a beauty brand into motorsport.
“41% of 1.5 Bn global audience is female but hardly any brands reaching in so we spotted an opportunity.”
“Over 300 brands, 70 in high tech. Game changer in LVMH coming on board with €100 M a year deal across all brands for 10 years.”
“Major cultural moment, so where can a beauty brand like Elemis fit?”
”Best of British with Aston Martin and first B Corp sponsor in the sport to lead out on sustainable and charitable future.”
”Pop up spas offering pit stop treatments enormously popular in the trackside VIP hospitality Paddock club, including on VIP yacht in Monaco.”
An F1 model made of Collagen jars, in window of Harrods for three weeks and now on tour ahead of the British Grand Prix.
The Latest Sport for Business Podcast
Further Reading for Sport for Business members:
Check out more of our Sport for Business coverage of Sponsorship
SPORT FOR BUSINESS PERSPECTIVE
With plenty of networking opportunities and an audience engagement being run by the team at Verve, it promises to be a great morning and we look forward to seeing you there.
WHAT’S UP NEXT?
Sport for Business is planning major events that will bring together leaders in Irish Sport and Business across a range of subjects in the second half of the year. Our 12th Annual Women in Sport Conference is among them for November.
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