2015 has started well. Not only is the mood around the sponsorship industry more positive but also Electric Ireland, An Post and Liberty Insurance have already taken home top prizes at the prestigious European Sponsorship Awards! Congratulations to everyone involved.

We look forward to staples of the market such as summer music festivals, the Six Nations and the GAA Championships continuing to provide opportunities, but this year the Rugby World Cup and the arrival of UTV Ireland to shake up the broadcast sponsorship arena will provide much of the excitement.

Despite the success of many sponsorships, it is surprising that certain issues continue to beset the sector and prevent many sponsors from maximising the potential available. Key issues in this regard are:

  • Brands continue to enter partnerships without a clear link to business strategy
  • The price tag of the property is the primary focus of attention without an activation and a measurement budget being part of the upfront conversation
  • Measurement continues to be an afterthought, and attributing a figure to the return on sponsorship investments remains the holy grail

For us, 2015 is extra special as we are delighted to announce the arrival of Livewire to help tackle some of these issues. We believe that sponsorship, when done right, is the best form of marketing.  Please drop us a line anytime!