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In this workshop we will learn the history of Sponsorship. We will look at types of Sponsorship's and models..Learn what Sponsorship can do for a brand and so much more! We have a great line of speakers who will guide you through the do's and dont's - tell you of their experiences (case studies).

When: 16 November 2016
9:30am - 15:30pm
Where: The Marketing Instute
South County Business Park
Leopardstown, Dublin 
Contact: Ailish Hollingsworth
01 295 2355 Ext 4

Online registration is closed.
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The Irish Sponsorship industry is growing rapidly with over 72% of marketing professionals intending to spend more on sponsorship in 2016.This workshop is a must for anyone with a desire to upskill in sponsorship and gather insights from Ireland’s leading sponsorship experts. 

This one day sponsorship workshop, developed in conjunction with PSG Sponsorship, will provide you with a strong foundation in the fundamentals of sponsorship and a greater understanding of what sponsorship can do for your brand or organisation.  

The course will cover sponsorship theory, strategy, activation and evaluation with a stellar line up of top Irish sponsorship industry professionals sharing their expertise.

Over the course of the day we will explore the history of sponsorship, principles of best practice and how to develop a sponsorship strategy.

Ireland’s top marketers will be on hand to discuss best practice case studies, activation and brand ambassador engagement.

The day will also feature a panel discussion from leading Irish rights holders on what makes an excellent partnership.

We will also include a session on sponsorship contracts and of course evaluation.



PRICING:     Non-Member  €450, Member €350


Deirdre Kilroy

Deirdre Kilroy, LK Shields

Deirdre Kilroy is a partner in Dublin law firm LK Shields, and is recognised as one of Ireland’s leading technology law, data protection and commercial contract specialists.

She is the Head of the Intellectual Property and Technology team at the firm. With her team, she assists a broad range of clients with technology, outsourcing, ecommerce, data protection, advertising and intellectual property matters.


Joanne O'Sullivan

Joanne O’Sullivan, Account Director, PSG Sponsorship

At PSG Joanne leads account teams working on Vodafone's partnership with Irish Rugby, Bord Gáis Energy’s sponsorship of the Bord Gáis Energy Theatre and Vhi's sponsorship of the Women's Mini Marathon.  

Joanne holds an Honours degree in English and Politics from University College Cork in 2007, an MA in Public Relations at Dublin Institute of Technology and a Diploma from the European Sponsorship Association. Joanne was shortlisted for the Young Communications Professional of the Year Award at the 2016 PRCAs 

Matthew King

Matthew King, Head of Development, National Concert Hall

Matthew is Head of Development for the National Concert Hall and is responsible for sponsorship and philanthropy at Irelands leading arts and music venue. Leading the redevelopment of the NCH's income growth strategy with corporates and individuals, Matthew's team has helped transform sponsorship income for NCH with bespoke stakeholder events such as Starboard Home in partnership with Dublin Port.

Working closely with key brands from ESB to TileStyle, NCH's sponsorship model is attracting large and small brands into a creative family of partners looking to achieve corporate marketing objectives in a unique and meaningful way with Ireland's National Cultural Institution for Music.

Jennifer Gleeson

Jennifer Gleeson, Sponsorship Manager, Lidl

Responsible for the overall company sponsorship strategy which saw Lidl, in January of this year, launch its first high profile sponsorship after 16 years in Ireland with the Ladies Gaelic Football Association.

Previous industry experience with the GAA from 2012-2015 and with Wilson Hartnell's Sports Marketing and Sponsorship Practice from 2006-2012.


Michael O'Keeffe, PSG Communications

Michael is chief executive of the Pembroke Slattery Group (PSG). He oversees the corporate and Sponsorship agencies in PSG and is head of strategy, new business development, sponsorship strategy, issues management and is heavily involved in Media training.

Michael is also a regular media analyst and contributes to national and local radio, national TV, magazines and newspapers in Ireland. He holds a first class honours MA and BA from UCD and a professional PR Qualification from the Irish Academy of Public Relations.

Daragh Persse, The Brand Fans

Daragh Persse is a sponsorship specialist and Founder of The Brand Fans, an international sponsorship and cause marketing consultancy based in Dublin.  Daragh was previously Global Sponsorship Director at Vodafone working with UEFA Champions League, Formula 1, Manchester United, England Cricket and numerous music artists, festivals and events.

Daragh pioneered the development of a proprietary model for the evaluation of sponsorship properties on behalf of brands and rights holders. The Brand Fans work with numerous partners including Heineken, Three Mobile, Santa Rita, Energia, Barclays, AIG, Live Nation, Electric Ireland, Bacardi, IRFU, FAI and Leinster Rugby, working across strategy, planning, rights negotiation, activation and evaluation.

Tanya Townsend Bord Gáis Energy

Tanya has been working with Bord Gáis Energy as Sponsorship Programme Manager since 2012. Her role involves working closely with Live Nation to develop and deliver rememberal expereances for Bord Gáis Energy customers while supporting  BGE’s KPI’s. Since Tanya joined the team she has been responsible for developing and managing the Bord Gáis Energy Student Theare Awards, the biggest schools particiation programme in Ireland along with the creation of the Bord Gais Energy VIP Reward Club nights. Prior to joining Bord Gáis Energy Tanya worked at O2, Irelands largest telecommunications company as their Music & Digial Media Specialist – for The O2.

In this role Tanya created a live streaming proposition allowing O2 customers to live  stream gigs from The O2 to their mobiles and desktops. Tanya was the executive producer on O2’s weekly show called O2blueroom tv and was also responsible for managing O2’s Priortiy Ticketing proposition and their website. With over 16 years experenace Tanya is recognisse as one of the leading go to people in the sponsoship industry and has won numerious awards for her campaigns ranging from AIM’s , Business to Arts, Event Industry Awards, Sponsorship Awards and Digital Media Awards.

Diarmaid Murphy (GAA)

Diarmaid Murphy is responsible for the running of the Commercial & Sponsorship Dept. in the GAA and Croke Park.  This translates to running the commercial programme of sponsors, stadium suppliers, licensing and stadium advertising with GAA and Croke Park. He oversees the GAA's national sponsorship programme from the multi-sponsor model of the Senior Championships to Under 21, Minor and other national competitions and initiatives. 

Before joining the GAA he worked with ERC (European Rugby Cup organisers of what was the Heineken Cup).  Initially heading up the Communications team before being tasked with setting up a commercial division for ERC where he was responsible for commercial strategy and implementation, driving significant change and delivering substantial financial growth by attracting multiple commercial partners from across Europe including brands like FedEx, Adidas, Heineken, Ford, EDF, Dove Men+Care.

In his early career Diarmaid worked with Slattery Communications in their sports and consumer divisions where he won PRCA Awards with the agency for work on GUINNESS and RWC and Carlsberg and the MTV Music Awards.

Other Guest Speakers include:

Emma Kiernan, Marketing Manager, Dublin Zoo

Irene Gowing, Bord Gás Energy

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