Bord Gáis in €4m sponsorship deal

BORD Gáis Energy has signed up as title sponsor of Dublin’s Grand Canal Theatre in a deal rumoured to be worth around €4 million over six years.

The company announced the six-and-a-half-year deal with the venue’s management — global events specialist, Live Nation — yesterday.

The venue’s name will formally change to the Bord Gáis Energy Theatre next March; two years after it originally opened.

Bord Gáis refused to give details of how much it is spending on the deal, but it has been speculated that it will be paying around €700,000 per year for the duration of the agreement.

It will have the chance to renew its sponsorship after the agreement ends in the autumn of 2018. While the company’s marketing budget is being reduced next year, this sponsorship will be solely funded from that budget, according to group chief executive, John Mullins.

“This sponsorship will be a key pillar of our marketing strategy that will deliver a strong improvement in customer retention through a comprehensive customer rewards programme; savings to our overall marketing budget through more targeted engagement with existing customers; improved brand differentiation in an increasingly competitive energy market, and revenue opportunities from being the energy provider to the theatre,” Mr Mullins said.

Bord Gáis is looking at this deal as a marketing tool towards retaining customers.

The advantage for punters is that they can qualify for a number of benefits such as complimentary tickets for some events, discounts and advance access to tickets.

The company claims the deal will be worth €4.5m in terms of media value to it on an annual basis.