Welcome to the third episode of "Building a Legacy," a three-part series on "That's What I Call Marketing," in partnership with Legacy Communications. In this series we will take a look at evolving world of communications and how Legacy Communications are shaping the future. In Episode Three of this 3 part series, host Conor Byrne discusses the opportunities Sports Sponsorship provides to brands by meeting with 3 brands at very different stages of their sponsorship journey. The panel includes Amy O'Shaughnessy from Energia, Phil Green from PTSB, Mary McGuire from Legacy Communications, and Jason Delany from Staycity Aparthotels. Each brings unique insights from their roles and industries, sharing how sports sponsorship helps address business challenges, build brand equity, and engage communities.

Amy discusses how Energia has utilised their rugby partnerships to establish trust and differentiate themselves in the competitive energy market. Phil from PTSB shares their strategy behind sponsoring the Irish Olympic and Paralympic teams, focusing on humanity and modernising their brand. Jason explains the rationale behind StayCity's recent five-year sponsorship deal with Dublin GAA, aiming to educate the market about their aparthotel model and connect with local communities.

The episode discusses the importance of aligning sponsorship with brand values and the evolving relationship between brands and rights holders. The panellists dive into the intricacies of sponsorship activation, how to measure its impact effectively, and the vital role of athlete engagement.

This episode is packed with rich insights for marketing professionals contemplating or currently engaged in sports sponsorship, providing a comprehensive guide to navigating this dynamic space. Don't forget to catch up on the previous episodes of the series, featuring in-depth discussions on building an agency and the power of creativity in the field. Tune in and discover how to build a lasting legacy through strategic and impactful sports sponsorship.

03:41 Business Challenges and Sponsorship Strategies

17:43 Activating Sponsorships Effectively

26:45 Building Strong Relationships with Rights Holders

29:08 The Importance of Communication

29:16 Navigating Complex Sponsorship Deals

33:34 Engaging with Sports Talent

40:29 Measuring Sponsorship Impact

47:56 Starting the Sponsorship Conversation

Meet the Guests

• Phil Greene, Sponsorship Manager with PTSB. Leading out on the Bank’s sponsorship portfolio, including their flagship sponsorship of the Irish Olympic and Paralympic teams, as well as partnerships like the Ideal Home Show and the Guaranteed Irish Business Awards.
• Amy O'Shaugnessy is Head of Brand at Energia Group. Energia is heavily invested in the world of rugby as the Official Energy Partner of both the IRFU and Leinster Rugby, headline sponsor of the Energia All Ireland League and with naming rights at Energia Park.
• Jason Delany, Director of Brand, Product and Marketing at Staycity Aparthotels who has most recently negotiated and led out on one of the most talked about sports sponsorships in the country, that is with Dublin GAA, which was signed on a five year deal in November of last year.
• Mary McGuire, Head of Sponsorship at Legacy Communications who while working together with these three great brands also works across a wide range of sponsorships within the industry from sport, culture, entertainment and media for her clients within the agency.

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