Entertainment sponsorship is a significant and powerful marketing tool that offers opportunities for brands to engage with their consumers on a deep emotional level. In simple terms, sponsorship is the acquisition of the rights of association, but it’s the way in which these rights are leveraged that is the determinant of marketing success, and effective partnership is vital. This award will go to an organisation that has demonstrated both strategic insight and execution skill in developing and delivering an effective entertainment sponsorship partnership which has delivered exceptional results such as increased revenues and market share. The winner will be entered into the European Sponsorship Association “Best of Europe” category.
Bewley's Tea and Coffee Catherine Casserly
Bewley’s partnered with Live Nation to become the official coffee partner of both Kaleidoscope and Electric Picnic festivals. Bewley’s developed the Fiesta of Flavour campaign to bring the partnership to life with consumers. A particular highlight was the Bewley’s Bodega coffee experience which took place at both festivals.
Aldi Ireland John Corcoran
How do you capture the attention of Gen Z and make a discount retailer relevant? ALDI’s answer was to breakout the Specialbuy wellies and deliver a Pop-Up supermarket in a field in the middle of 70,000 music festivalgoers. With the objective of growing brand relevance and likelihood to shop within the important Pre Family segment, while also helping with a recruitment challenge – ALDI became the Official Supermarket partner to Ireland’s biggest and premier music festival, Electric Picnic. With a permission-based campaign positioning Aldi as the starting point for all your summer festivities – the sponsorship rocked brand perceptions and made the cash registers roll.
Diageo Ireland Shomak Ray
The Guinness Cork Jazz Festival, a forty-four-year-old sponsorship asset, had become dated and set in its ways. It reinforced Guinness’s perception as a traditional brand meant for the stereotypical Guinness drinker. For Guinness to recruit the next generation of drinkers it needed to change the brands perception by re-imagining the festival.
Londis Gillian Rigley
Sponsorships play a vital role in the Londis brand strategy. Londis is a family-oriented brand that operates at the centre of communities across Ireland. Our sponsorship of one of RTÉ’s top TV entertainment shows, Ireland’s Fittest Family, affords Londis an exciting platform from which to promote its healthy lifestyle messaging while also encouraging people to be more active. Sponsorship promises to deliver a noticeable increase in brand awareness and improved brand positioning. A recipe that leads to improved consideration and sales. Londis have proudly reaped the benefits of investing in one of the finest TV sponsorships on Irish television.
Three Ireland Tanya Townsend
Three has had a long and distinguished connection to the Irish music industry. 2022 marks the eighth year of an ongoing partnership with Live Nation which includes the sponsorship of Electric Picnic, Longitude festival. Three has used its sponsorships as a platform to show its commitment to supporting the Irish music industry while connecting their customer base to unique music experiences, making them the number one brand associated with music in Ireland Three saw the return to festivals as a great opportunity to showcase the evolution of their music positioning and showcase why they are “ALL FOR MUSIC”