Saturday February 22, 2020

Raising a glass to Ireland

End of sports sponsorship by drinks companies would be devastating, according to beer company's marketing chief, writes Siobhán Brett.

2nd June, 2012
Sharon Walsh, marketing director of Heineken Ireland.

Ireland is the only country in Europe to have responsibility for its own marketing campaigns for Heineken.

The arrangement pays dividends in a valuable market, according to Sharon Walsh, marketing director of Heineken Ireland. She said it was a shame that opportunities for local development of high-profile marketing and sponsorship relationships were becoming steadily more scarce.

"If you look at a lot of food and beverages brands, you'll see that all marketing is generated centrally,...

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