So, what is a more efficient use of the marketing dollars? Sponsoring of single athletes or the sponsorship of federations? Most the major sport players, Nike, adidas, ASICS, to name a few, use both federations and athlete sponsorships in their sports marketing portfolios.
OLYMPIC COUNCIL OF IRELAND ANNOUNCES SPONSORSHIP WITH NEW BALANCE
Dublin, Ireland – November 2013 – Global athletic brand New Balance has been named the official apparel and footwear sponsor of the Olympic Council of Ireland in a multi-year deal. This new sponsorship allows for New Balance to provide the Irish Olympic Team competing in the 2014 Winter Olympic Games in Sochi and the 2016 Summer Olympic Games in Rio de Janeiro with custom high performance apparel for use in competition as well as warm up and leisurewear for medal ceremonies, travelling and public appearances.
Pat Hickey, President of the Olympic Council of Ireland, hailed the new sponsorship as a real breakthrough for Ireland’s Olympians. “The look and feel of the Irish team’s competition clothing is a vital element in the Team Ireland arrangements – especially in projecting our image on the world’s greatest sporting stage,” he commented. “With this New Balance sponsorship, I believe that our athletes will be very happy with the results and that this dynamic company will provide the best quality design, fit and clothing textures needed for top Olympic performances.”
Tom Carleo, New Balance’s Vice President, Running/Outdoor said, “When the opportunity arose to sponsor the Olympic Council of Ireland we could not have been more excited. New Balance has a long history with Irish athletics and we look forward to designing product that is both modern and heritage inspired that makes athletes and fans proud.” Carleo further commented “This sponsorship and the significant growth we have experienced in the European market reinforce our ambition to become one of the leading athletics brands in the world.”
About The Olympic Council of Ireland
The Olympic Council of Ireland (OCI), founded in 1922, is the National Olympic Committee for the island of Ireland. It represents 36 national sports federations, from athletics to wrestling. Its President, Patrick Hickey is an Executive Board member of the International Olympic Committee and President of the European Olympic Committees.
About New Balance:
New Balance, headquartered in Boston, MA has the following mission: Demonstrating responsible leadership, we build global brands that athletes are proud to wear, associates are proud to create and communities are proud to host. New Balance is currently
the only major shoe company that manufactures athletic footwear in the U.S. with 25% of our sales in the U.S. produced at five New England facilities. The company also operates a manufacturing facility in Flimby, U.K. New Balance employs more than 4,000 associates around the globe, and in 2012 reported worldwide sales of $2.39 billion. To learn more about how New Balance Makes Excellent Happen, please visit http://www.newbalance.com.