Sport for Business was at the annual conference of the Small Firms Association yesterday as a guest of Founder Member Ulster Bank.  The theme of the conference was restoring consumer confidence and sport’s ability to do that featured prominently in a number of the presentations.
Carol Flanagan of Red C Research pointed out that “Sport gives a great opportunity for celebration,” while in answer to a question on the impact of sport for small business, Dr Melruna Kerrane of Dublin City University said that “sport is central to the confidence and sense of identity of many of our communities.  It can have a very positive cascade effect.”
Ray Kelly of Musgraves which brands are key supporters of the GAA All Ireland Footbal and Hurling Championships highlighted the ability of individual stores to engage with their local audience through the medium of sport while Jonathan Rutherford of Vodafone stressed the importance of engaging with consumers, club members or fans through mobile.  “Smartphone penetration in Ireland is increasing rapidly and the delivery of content in areas of life that consumers are excited by, at the right time, can give companies a vital edge in the need to do things differently to emerge as winners in a busy market.”
The keynote presentation was by John Brennan, owner of the Park Hotel in Kenmare and presenter of RTE’s ‘At Your Service’ programme.  He also touched on sport when suggesting how marketers need to look beyond the obvious when forming partnerships.  Ellen MacArthur’s bid to sail single handed around the world was an expensive undertaking which was largely funded by retailer B&Q.
“There was no obvious connection, and among the thousands of products they sell, not one was remotely connected to sailing,” said Brennan.  “What got them on board though was the pay off line in the sponsorship presentation that there was nothing quite like doing it yourself.”