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SPONSORSHIP
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responsibility for adding value for the attendee and getting the In the golfing arena, it sponsored the 2007 Ryder Cup and has
sponsor’s message across divided equally between the two bod- also signed up for the next two Solheim Cup tournaments, the
ies. Given the current economic climate, now is the perfect 2008 Irish Amateur Golf Open and Irish Seniors Open as well as
opportunity to reappraise your objectives and renegotiate for a the next five Irish Ladies Open championships. Other major
better deal.” sponsorships include the National Ploughing Championships,
the Rough Magic Theatre Company, the Small Firms Association
AIB strategy
Best Business Roadshow and, most recently, the Better Ireland
AIB has long been one of Ireland’s biggest spenders on spon-
Programme, a community-driven initiative that will see €3m allo-
sorship. In addition to numerous arts and community-based
cated to various local children’s charities and causes this year.
sponsorships, it also has an association with the GAA club hurl-
“For us, it’s not about raising our brand profile, as we already
ing and football championships stretching back to the early
have plenty of other ways of doing that,” Kelly points out. “Our
Nineties, and last year agreed a five-year extension to this
sponsorship strategy is primarily focused on the grassroots, the
arrangement which will take it up to the close of the 2010/2011
community. We try to improve their experience either through
season. A similar five-year extension has recently been signed
corporate giving, as in the case of the Better Ireland Programme,
with the Irish Rugby Football Union for the All-Ireland club
or by providing value-added services which add to their enjoy-
rugby league, which will also see the creation of new AIB Cup
ment of certain events. For example, we facilitated the atten-
and Junior Cup tournaments and new AIB Club International
dance of more than 18,000 AIB customers at last year’s Ryder
fixtures.
Cup tournament in addition to hosting a series of supplementary
The ESB and GAA ‘Cúl Green’ partnership aims to make Croke Park a carbon-neutral stadium
May/June ’08 Marketing Age 59
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