Friday 20 October 2017

Dubs defeat won't deter Vodafone

Dublin's Kevin Nolan shows his
disappointment after the Leinster
GAA football senior championship
semi-final defeat by Meath in Croke
Park
Dublin's Kevin Nolan shows his disappointment after the Leinster GAA football senior championship semi-final defeat by Meath in Croke Park
Peter Flanagan

Peter Flanagan

ON the face of it, it appears to be Vodafone's worst nightmare.

The Dublin footballers have dominated Leinster for the last six years and had been perennial contenders for the All Ireland title for the last decade.

Then, no sooner has Vodafone signed a record sponsorship deal worth up to €6m with the Dubs, but the team starts to lose.

A come from behind win over Wexford was bad enough but last Sunday's 5-9 to 13 points loss to Meath was Dublin's first defeat in Leinster since 2004. If their form doesn't pick up, they won't last long in the backdoor either.

A record sponsorship deal, followed by poor on-field performance. It's a disaster for the sponsor, isn't it? Should Vodafone be worried that their brand could be associated with ineptitude so publicly? Not necessarily.

Dave McHugh of Tri-Line Sports Solutions, a sports marketing company based in Dublin, says that sponsoring a team is based on more than on-field performance.

"Most companies that sponsor a team do it for more than just on-field success.

"For Dublin, the size of the market compared to other counties means that the exposure sponsoring the team provides can offset a bad year for the team."

"Toyota has had a very successful partnership with the Munster rugby team in recent years. Does the fact that Munster didn't reach the European Cup final this year mean they will re-think the sponsorship? I would imagine it's unlikely."

Irish Independent

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