Eoin Cadogan AdidasThis morning’s mainstream media are filled with stories of Eoin Cadogan’s reasoning behind a switch to football away from hurling with his native Cork.  The Munster football championship starts next weekend so there is a sporting interest in his tale but the reason behind his ubiquitous presence in the newspapers is more down to the relationship he has with Adidas.
Access to sports stars in advance of big matches and occasions can be a difficult enough task for newspapers looking to bring games to life with the inside track from those participating.
The trade off through carrying a sponsor led picture or a reference to the product being endorsed works for all sides in terms of exposure for the brand, managed time away from preparation for the player and 1,000 words for the newspaper to satisfy the curiosity of the paying public.
“Adidas has international ambassadors like David Beckham but the success lies in using a mix of the right stars at the right time,” said Greg Keane of Wilson Hartnell Public relations who were managing yesterday’s media rounds.  “We used Brian O’Driscoll earlier in the year on another campaign, around the RBS Six Nations but at this time of the GAA Championship ramping up local demand is for the stars of football and hurling.”
“There is interest around Eoin Cadogan’s decision to play football only this summer and by giving him and the media access to each other we get credit for the Adidas brand.”
“Longevity of an association between a star and a brand gives you greater leverage,” adds Michael O’Keefe of Pembroke Communications.  “Roy Keane’s association with Irish Guide Dogs and Specsavers has lasted the test of time and delivers year in, year out.”
“Making sure of some personal affinity is important as well as it does not work if the set up is too obviously for pure commercial reasons.”
“You also have to bear in mind that less is often more when it comes to endorsement.  It has to be timely and the individuals should not be over exposed with more than one key brand at a time.”
This point was also echoed by Derry McVeigh of Silver Hatch Management who looks after the interests of a number of athletes that were prominent last year including David Gillick, Paul Hession and Rob Heffernan.
“Rob is currently promoting a foot care product called Micro Pedi in chemists around the country.  There is a natural link because feet are fairly critical for a long distance walker and he is a good talker with a world ranking so media interest is high.”
Sporting stars are the key to successful cut through in any sporting sponsorship.  Creating the time and space to make an impression is as important in the commercial arena as it is in the heat of a game and the public gain better access and insight in return for their willingness to absorb a commercial message, however understated that may be.
Then again, it doesn’t need to be understated if you have the right money, the right star at the right time and the distributive power of social media, as Johnny O’Shea of Platinum One pointed out in this ‘Tiger Trap’ video from Buick shot some seven years ago.

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