At one point during the World Road Race Cycling championship in Lisbon last week the Eurosport commentator asked "what is Grant Thornton?". He was referring to the logo on one of the Irish rider's jerseys and, in one brand-naming question, he made Mr Gear≤id Costelloe very happy.
Mr Costelloe is a partner in the Limerick branch of the global accountancy and business advisory firm and he persuaded the company to sponsor the Irish cycling team at the event. As a former international cyclist himself, he had a particular interest in the sport although sponsorship consultants routinely advise that personal interest should be way down the list of reasons to get involved in a sponsorship. "I had to sell the idea to my partners," says Mr Costelloe. "But when it came down to it, the sponsorship worked on several levels."
At first glance, cycling would not appear to be the most attractive sport for a commercial sponsor. For the past 10 years since the heady days of Seβn Kelly and Stephen Roche, it has largely faded from Irish consciousness. It has also suffered from adverse publicity in relation to drugs. In any case, sponsors tend to go for more mainstream sports. As Mr Gear≤id Costelloe says, "everyone sponsors golf tournaments".
He was, however, impressed with the recently reorganised Irish Cycling Federation and its plans to broaden the promotion of the sport to include cycling for leisure and for commuting.
"As a fit for our company it works because our clients are largely owner-managed businesses," he says. "And that includes a lot of family firms. So a sport that is positioning itself in a family environment is a good fit."
The sponsorship also allowed the company to indulge in some corporate hospitality - it invited some clients to lunch to meet the team before they left for Lisbon.
The business-to-business impact of the sponsorship was greatly enhanced by the Eurosport coverage. While it is certainly a niche channel, it is Europe-wide.
At less than £20,000 (E;25,394), which included the design and supply of the branded cycling kit to the team, it appears to have been a cost-effective sponsorship.
"This sponsorship was an experiment for us," says Mr Gear≤id Costelloe. "Minority sports are often overlooked by sponsors but Irish sportspeople achieve a great deal in the lesser-known sports that don't get so much media attention."
bharrison@irish-times.ie
