July 07, 2006

After The Ball Is Over

Read a report in Media & Marketing in the Irish Times that suggests that sports sponsorship in Ireland is enjoying only limited success in terms of recall amongst consumers. In particular, the link made between Permanent TSB and their sponsorship of the Irish Rugby Team (which has just come off a successful Six Nations campaign) was poor, whilst other sponsors only fared slightly better.

I wonder whether it's because the sponsor really hasn't established any credentials in terms of the relationship that's touted. It's one thing to hang out with the coolest guy in the class, but the other kids soon see through hanging on to someone else's coat-tails in the hope of catching some reflected glory. Guinness, on the other hand, strike me as having done a much better job in terms of underlining their relationship with the game of hurling: Guinness Print Ad.

Technorati Tag: Brand, Guinness, Sports Sponsorship

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