From sponsorship to marketing partnership: The Guinness sponsorship of the GAA All-Ireland Hurling Championship

From: Irish Marketing Review | Date: January 1, 2002| Author: Meenaghan, Tony | Copyright information

This paper seeks to examine the Guinness sponsorship of the All-Ireland Hurling Championship since 1995. It examines the respective environments of each of the organisations and brands, Guinness and Guinness stout and the GAA and hurling. The sponsorship selection decision is examined in detail using contemporaneous data and the sponsorship marketing programme subsequently undertaken by Guinness is analysed.

The current market position of both brands is examined in order to establish t...

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