Following an encouraging year of recovery for sponsorship investment in Ireland, estimated to reach €182 million by the end of 2021, ONSIDE and Marketing Institute Ireland are once again joining forces to host the sixth instalment of the “Who Won Sponsorship Series” on Thursday, 21st October 2021.
The ONSIDE and Marketing Institute Ireland virtual event includes a sponsorship focused review of this summer’s major occasions including the UEFA Euros, the Olympics and Paralympic Games, with learnings from key stakeholders including Peter Sherrard, CEO of the Olympic Federation of Ireland, John Seiler, Head of Sports & Gaming, Europe at The Coca-Cola Company and Declan McBennett, Head of Sport at RTE.
Paul Dermody, CEO HRI Racecourses & Marketing and Jo Harrington, Head of Marketing Partnerships, Live Nation Ireland and Pasi Lankinen, previous partnerships strategist for FC Barcelona and current advisor to Manchester City will share their perspectives on the changing landscape and future of the sponsor / rights holder relationship, how they anticipate flexing to meet the altered expectations of fans to enhance engagement, and what the future of live events might look like in the post-Covid world.
The San Francisco 49ers Chief Revenue Officer Brent Schoeb will share insights from the US on the impact of last year’s restrictions on revenue and how they are bouncing back. This session will look at impact on areas such as partnerships contracts, diversification of revenue streams, the cryptocurrency trend in sport circles and how the 49ers have upped their game in capturing fan and other data and putting the insights derived from that data to good use, especially to improve the fan experience at Levi’s Stadium.
An all-star panel of leading Talent in Ireland including Tokyo 2020 Olympic and Paralympic Gold medal winners Kellie Harrington and Ellen Keane will also discuss how their achievements and how star power can make a meaningful difference to their communities and the Irish marketing industry.
Speaking at the latest announcement of speakers at this year’s event, John Trainor, Founder and CEO of ONSIDE said: “While sponsorship’s recovery from the pandemic impact is evidenced in deal doing doubling in H1 2021 vs. 2020, new rules have emerged among the players in action this summer. Brands and rightsholders looking for a roadmap to the next round of sponsorship’s evolution will take lessons from this summer’s GAA Championships, Euros, Lions Tour, Olympics and Paralympics, as well as entertainment and cause-related activations to find ways to win with sponsorship in 2022. We are looking forward to bringing together key industry leaders and practitioners, as well sharing key findings of a research-based ONSIDE assessment of Ireland’s top performing sport and non-sport sponsorships this summer, to provide insights for those looking to grow their sponsorship potential in the next few years”.
David Field, CEO, Marketing Institute Ireland said “Building on our successful collaboration over the past six years, the ONSIDE / Marketing Institute Ireland ‘Who Won Sponsorship Series’ is back with an energetic and insightful look at the best sponsorship initiatives of summer 2021 with a great line-up of speakers. We would also like to thank our sponsors RTÉ Media Sales and William Fry”
The “Who Won Sponsorship Series 2021” event takes place on Thursday, October 21st online. Tickets are priced at €35 for individual and corporate members of the Marketing Institute of Ireland or €60 for non-members and can be purchased at: https://mii.ie/who-won-sponsorship-series-2021/
About ONSIDE
ONSIDE is a leading specialist in marketing and sponsorship consulting and research services across Europe and North America. With a proven track record and strong industry experience in a cross section of sectors, ONSIDE is currently feeding into the marketing and sponsorship decision making of circa €50m+ of Irish spend alone — working on many of the world’s premier sponsorships — on sporting, music, cause-related, broadcast and other platforms.
About Marketing Institute Ireland (MII)
At MII, we investigate, illuminate, and inspire to embolden the future of marketing. Our educational programmes from short courses to Master’s degrees and strategic partnership with TU Dublin help marketers develop their skills to make insightful and incisive decisions for their businesses and careers. Our events spark new ideas, smart impactful conversations, and make connections between people that ignite ingenuity. Driven by performance and energised by ambition, we are at the centre of thinking for our industry.
