Reframing Sponsorship: A Strategic Brand Asset

The European Sponsorship Association and the Marketing Institute Ireland are joining forces to deliver a one-day intensive workshop led by brand expert Damian Devaney — designed to demonstrate why sponsorship should be seen as one of the most powerful tools in strategic brand building. 

This session will challenge outdated views of sponsorship as a tactical or siloed activity and instead reposition it as a core element of modern marketing strategy — capable of driving real, measurable brand impact. 

 It’s about forging authentic connections with the audiences that matter, building lasting brand affinity, and proving that well-integrated sponsorship can directly influence the key drivers and barriers in your market. 

What You’ll Learn: 

• How to shift sponsorship from short-term exposure to long-term brand equity 

• Frameworks to align sponsorship with brand strategy and broader marketing goals 

• The winning formula for best-in-class strategic sponsorship programmes