When sports sponsorship backfires

When sports sponsorship backfires View Gallery

The right associations can do wonders for a brand, but things can quickly turn toxic – and then it’s crucial for companies to act smartly

Valued at €140 million in 2018, sports sponsorship in Ireland is big business, but as Diageo, Connolly’s Red Mills, FBD Insurance and Barry’s tea all recently learned, it is not without its risks.

Guinness owner Diageo withdrew its sponsorship of London Irish in June following the English rugby club’s decision to hire former Ulster and Ireland out-half Paddy Jackson, who was acquitted of rape at Belfast Crown Court in a high-profile case last year. Diageo...

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