Diageo is Ireland’s number one drinks business. With €1.7 billion in sales annually, and production on six continents, the firm has nine of the world’s top 20 premium distilled spirits brands. Diageo is ranked among the 200 largest companies in the world, and it is listed on both the London and New York Stock Exchanges. The firm has successfully sponsored the BudRising Festival, providing a music experience that delivered brand connectivity between Budweiser and the event. The 2007 event culminated in attendance of 40,000 people at Marlay Park, and sponsorship evaluation showed an increase in scores across all metrics.

Halifax is a trading name of Bank of Scotland (Ireland). As the first completely new high street bank in Ireland for over a century, Halifax provides a full range of personal banking products through its growing number of branches and over the phone. Sponsorship was seen as a key element in the strategy to raise the bank’s profile. The bank undertook sponsorship of the Late Late Show on RTE television as a means of engaging with the consumer market. A full set of supporting activities was put in place to marry the brand with the show, leading to extensive consumer engagement. 

Meteor Mobile Communications is Ireland’s third largest mobile operator. Established in 2001, Meteor has been a wholly-owned subsidiary of eircom Group plc since 2004. The company has enjoyed unprecedented growth over the years and commands over 18% market share and 908,000 customers. 2007 was the seventh annual Meteor Ireland Music Awards (MIMA) with Meteor as title sponsor. Viewership was increased by 96% over 2006 figures, and the calibre of the acts was enhanced. Overall MIMA has created brand credibility in a way that traditional advertising cannot deliver, and research has confirmed the achievement of the original objectives of the sponsorship.

National Irish Bank was acquired by Danske Bank Group in 2006, and has undertaken the largest re-launch programme in Irish banking history, including a new corporate brand identity, a new business structure, and a set of unique new products.The Bank has grown significantly ahead of the market, and has seen lending book growth of double the market rate and mortgage lending at triple the market rate. The bank last year announced a three-year sponsorship deal with the Football Association of Ireland (FAI), worth €1.5 million, which sees the bank take title sponsorship, and become the official banking partner to the FAI.