Ryder Cup to boost Irish food and drink market
Bord Bia, which promotes the Ireland the Food Ireland brand around the world, is one of the main sponsors of the event.
Chief executive Aidan Cotter said the opportunity to market Irish food and drink products to over one billion people through the Ryder Cup media coverage is one of the key incentives for the sponsorship.
Not only does the event provide access to this huge potential audience, but it will also allow Bord Bia to profile Ireland the Food Island among its target markets.
“The Ryder Cup matches the international reach of the Irish food and drink industry, which sells into 170 countries around the world,” he said.
Bord Bia’s sponsorship is a particularly pertinent vehicle in view of its export of food and drink into Europe and the US, whose teams will be competing for the celebrated cup.
Mr Cotter said the sponsorship benefits will be seen in a number of ways. It will reach out to an international audience and will offer an opportunity to bring in buyers from abroad.
And it will showcase Irish food and drink across a whole range of events during Ryder Cup week both on and off course.
“Between now and September, we will integrate this high-profile association within our programmes at trade fairs and in trade advertising campaigns which are already underway. These will involve for instance a pan European campaign to drive traffic on to www.foodisland.com to increase awareness of Irish food and drink,” he said.
