Permanent TSB has been unveiled today as the title sponsor for both the Irish Olympic and Irish Paralympic teams at the Paris 2024 Games.

Permanent TSB is the first-ever title sponsor to partner with both organisations in an Olympic cycle.

It also marks a return to the big-time sponsorship arena for the bank which is expanding in the Irish marketplace with more facilities on the ground and more accounts following the departure of Ulster Bank from the market.

As we discovered in an interview with CEO Eamon Crowley to be published tomorrow morning, the bank was last involved in a major sponsorship when it was the IRFU’s first-ever partner on the shirt of the Men’s Irish Rugby team. That deal ended in 2006.

With ambition, courage and excellence, as three core values, it matches well with those same three key factors in Irish high-performance sport.

The support will be backed up by a multi-million euro sum to secure and promote Team Ireland in the coming two and a half years. This will include a major marketing campaign around the theme of ‘Raising a Nation’.

The deal also includes four individual athlete sponsorships, with Kellie Harrington, Jason Smyth, Britney Arendse and Nhat Nguyen.

“We see our community ethos as a key differentiator for Permanent TSB and like us, the Olympic and Paralympics are grounded in communities across the country, so this is a perfect partnership,” said Permanent TSB CEO Eamon Crowley.

“It is also one of the outstanding national sponsorships in the country and it speaks to our ambition to further grow the bank over the coming years.”

“Athletic success depends on the support of families, friends, communities and coaches and our Olympian’s and Paralympian’s achievements inspire and raise the spirits of the entire nation. We’re starting a journey now that will take us to Paris 2024 and we look forward to supporting Team Ireland every step of the way.”

“Today is an exciting day, as we build towards Paris 2024,” said Peter Sherrard, CEO of the Olympic Federation of Ireland.”

“We are delighted to reveal Permanent TSB as the primary sponsor of the Irish Olympic team. Their support of Team Ireland and the athletes is hugely significant and we thank Eamonn and the large team at Permanent TSB throughout Ireland for their commitment to Irish Olympic Sport.”

“We look forward to working together to connect communities and to support the journeys of our athletes.”

“This is a very exciting announcement as we welcome our first-ever title sponsor for Paralympics Ireland,” added Miriam Malone.

“This partnership places Paralympic and Olympic athletes on the same level and is a significant boost as all Team Ireland athletes work towards Paris 2024.”

“Permanent TSB has some brilliant plans in store and we are really looking forward to joining with Permanent TSB and the Olympic Federation of Ireland in ‘Raising a Nation’.”

The partnership was negotiated over many months by Sport for Business members Core Sponsorship and the launch today has been coordinated by fellow members Gordon MRM and Wilson Hartnell.

Allianz are still in place with both organisations as local and global partners of the Olympic and Paralympic movements.

We are delighted too to welcome Permanent TSB as Members of the Sport for Business community and look forward to following the development of this partnership over the coming years.