Heineken has been named as the organisation with the best sponsorship reputation in Ireland, according to results of the latest Ireland Sponsorship RepTrak study, announced today by The Reputations Agency.
The Ireland Sponsorship RepTrak results coincide with the return today of Heineken as title sponsor of Europe’s premier rugby club competition – the Heineken Champions Cup, which will see current champions, Leinster Rugby begin their title defence against Wasps today at the RDS.
“The expansion of the tournament to emerging rugby territories and new cities in traditional strongholds provides Heineken with the opportunity to create engaging fan experiences and bring our association with rugby to new audiences throughout Europe," said Hans Erik Tuijt, global sponsorship director for Heineken International.
Completing The Top Five
Completing the top five are Lidl (2nd), Samsung (3rd), SuperValu (4th) and The Coca Cola Company (5th).
Although sport dominates the Irish sponsorship landscape, with the sponsorship industry reported to be worth more than €200 million, the study revealed that sponsorship properties that are either cause-related or linked to a charitable drive are most likely to improve an organisation’s reputation, according to 59% of the respondents.
Based on the perceptions of 7,094 members of the public who completed the survey between 5 January and 5 March 2018, the survey measures the consumer perceptions of the sponsorship activities and whether they impact on the corporate reputation for 80 of the largest, most familiar, and most important organisations in Ireland.
© 2018 Checkout – your source for the latest Irish retail news. Article by Donna Ahern. Click subscribe to sign up for the Checkout print edition.