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2019 Awards Finalists

Sponsorship Management Award

Aldi Ireland
Rita Kirwan
AIG
John Gillick
Liberty Insurance
Elaine Ryan
Lidl Ireland
Jay Wilson
Littlewoods Ireland
Pippa Doyle

Sponsored by

Aldi Ireland

Rita Kirwan

With 137 stores and 3,500 employees, Aldi plays a daily role in communities throughout Ireland. The Aldi Play Rugby programme is committed to moving beyond brand awareness and into real involvement. The partnership with the IRFU enables Aldi to connect its stores to schools in a meaningful way. As a vendor of quality fresh produce, Aldi believes in healthy eating, and the IRFU believe that non-contact rugby promotes healthy living. The result is the Aldi Play Rugby partnership which demonstrates joined up thinking at its best. The joint goal was to grow the programme from 68,000 to 100,000 schoolchildren participating in 2018, and this was achieved ahead of schedule. The sponsorship is demonstrating commercial value to the business.
Winner
AIG

John Gillick

The AIG marketing team was tasked with a new business challenge in 2018 in regard to leveraging the sponsorship assets in its portfolio. The team developed a strategy to build two key pillars of activation that would feed into the business, brand and sponsorship objectives, while aligning under pillars that brought consistency and impact to bear, and drove a positive return on investment. This required meticulous planning and careful management by the team, supported by colleagues at Teneo. 2018 finished up as a massive year for AIG from a sponsorship perspective, with All-Ireland success for the Dublin footballers, golf’s AIG Cups and Shields were bigger than ever, a new badminton sponsorship, and the AIG Irish Open Tennis Championships.
Finalist
Liberty Insurance

Elaine Ryan

In 2018 Liberty Insurance faced challenges with its newly renewed title sponsorship of the All-Ireland Camogie Championships, including low sponsorship awareness, a niche sport, and a more brands in the ‘women in sport’ space. Consumer research reported that 94% of female sports participants said it played a big part in their lives, giving Liberty Insurance a basis for a relevant approach. A campaign based on the theme ‘Camogie Made Me Ready for the Real World’ started with an online documentary series and media partnership, and a suite of TV stings and ads. The result was an uplift in awareness and social media and PR reach, as well as in viewership and attendance at Final. A corresponding increase in commercial metrics was recorded.
Finalist
Lidl Ireland

Jay Wilson

Lidl Ireland is the biggest supporter of women's sport in the country after investing €3.5 million since the beginning of its partnership with the Ladies Gaelic Football Association. Lidl made a promise to elevate the game to a new level. With 159 stores, Lidl is part of the community all over Ireland and is committed to supporting the organisation from the grassroots right up to county level. Programmes including Lidl’s Future Stars, Post Primary Schools and Club competitions, continue to drive awareness of the sport across the country. As retail partner and National League sponsors, Lidl has shown serious support. The LGFA has reached new milestones, including a record-breaking attendance at the Final.
Finalist
Littlewoods Ireland

Pippa Doyle

Littlewoods Ireland wanted to forge a meaningful connection with communities across Ireland through a strategic sponsorship strategy. The GAA and our national games at the heart of every community. By placing sponsorship at the heart of its marketing communications, Littlewoods quickly and authentically integrated itself with this majority demographic, beginning the journey of becoming one of Ireland’s most trusted household brands. With campaigns such as Style My Wall and the Ultimate Croke Park Sleepover, Littlewoods captured hearts and minds and drove business objectives. Results have already surpassed expectations, delivering growth in new customers and social engagement, as well as incremental revenue, whilst uniting fans, clubs, and players through a shared passion.
Finalist