Core Sponsorship Identifies Winning Fit Between Permanent TSB and the Irish Olympic and Paralympic Teams

(l-r back row) Kellie Harrington, Olympic Gold Medalist; Phil Greene, senior client manager, Core Sponsorship; Leontia Fannin, head of corporate affairs & communications, Permanent TSB; Catherine Tiernan, commercial director Olympic Federation of Ireland. Front Row: Eimear Breathnach, president of Paralympics Ireland.

Working hand in hand with Permanent TSB, Core Sponsorship, part of Core, created a bespoke sponsorship selection framework, aligning with the bank’s business objectives and core values of ambition, courage, and excellence. These values are key factors in most high-performance sport in Ireland, but it was vital that the sponsorship would also reflect the modern Irish community in which Permanent TSB operates.

A very robust process analysed and compared forty different sponsorship opportunities before making the final choice. Core Sponsorship engaged with various internal stakeholders at Permanent TSB, including a range of people across the branch and retail distribution networks. The opportunity to support a diverse range of Irish Athletes as they rise from their local towns or villages to achieving their dreams on the world stage, emerged as the perfect fit for the brand.

Commenting on Core Sponsorship’s work with Permanent TSB, Leontia Fannin, head of corporate affairs and communications, said: “Working with Core Sponsorship to analyse the market, assess opportunities and most importantly engage various stakeholders in making this selection was hugely beneficial. Core Sponsorship put a strong focus on measuring the potential effectiveness of this exciting opportunity, while also ensuring we represented an inclusive and diverse Irish society. We look forward to supporting Team Ireland on their journey to Paris 2024.”

Speaking about the project, Phil Greene, senior client manager of Core Sponsorship said: “Following a detailed engagement with Permanent TSB, using our selection framework, we are delighted to see Permanent TSB sponsor Team Ireland. I’m grateful to everyone at Permanent TSB for trusting and embracing the process, and to both rights holders for an extremely positive engagement from day one. After months of analysis and negotiation it is exciting seeing this partnership come to life and I am very much looking forward to watching the success of Team Ireland over the next two and a half years.”

The bank has also agreed individual sponsorship deals with four leading athletes who will act as Ambassadors for Permanent TSB, Kellie Harrington, Nhat Nguyen, Jason Smyth and Britney Arendse. Core Sponsorship worked with Permanent TSB to identify the preferred athletes and negotiated each deal.