Special Olympics holds record for sponsorship

With just under two years to go until the start of the 2003 Special Olympics World Games in Ireland, more than £12 million (#15.23 million) in sponsorship has now been raised. This is the most ever raised in sponsorship for a single sporting event in Ireland. While it seems an easy sell, Ms Mary Davis, chief executive of the Games Organisation, says she and her team have had to present themselves as much as three or four times to some companies. "It's no easier than selling any other sponsorship," she says.

It is difficult, however, to think of another sporting event with the same mix of marketing attractions, operating, as it does, from global to emotional levels. This highly visible world event has powerful public appeal and in Ireland involves all 32 counties with host families and related events in each county.

Two years ago, games host the Irish Special Olympics devised a highly structured sponsorship scheme. They worked closely with IEG, a US sponsorship consultancy that worked on a pro bono basis and devised a four-tier sponsorship offering: premier, partner, supplier and friend.

Bank of Ireland, with £2.5 million, came on board as the premier sponsor. This was followed by last December's announcement of the six partners, each contributing £1 million: Aer Lingus, An Post, Eircom, O'Brien's Irish Sandwich Bars, RTE and Toyota Ireland.

This week, 14 suppliers were announced, ranging from Ordinance Survey Ireland to Tesco, and the list includes several communications companies such as DDFH&B advertising and Dcoy graphic designers. To be included, firms must supply £250,000 of work.

At a two-day sponsorship summit held here in April, the various sponsors were advised by IEG how to get the most from the deal, including the development of cross-sponsor promotions. For example, during a previous special games, packs of M&M sweets (an official sponsor) were sold at branches of the sponsoring bank and the proceeds went to the games.

"Last year when we were pitching to would-be sponsors we identified employee relations as a prime reason to get involved, especially for those companies with employee retention issues," says Ms Davis.

Part of her presentation includes a video showing corporate employees volunteering at the games. "When employers see just how much employees get from the experience, it is a major motivational factor."

The cost of staging what will be the largest sporting event in the world in 2003 will be £24 million, and Ms Davis still has to find £7 million in cash sponsorship and three more supplier sponsors to donate computer hardware, sportswear and insurance. The Government has committed £8 million, while the EU has committed £5 million.

"Two years ago the idea of raising so much money seemed impossible but with two years to go, it's clear we're getting there," says Mary Davis.

bharrison@irish-times.ie