Ulster Bank is part of RBS, one of the world's largest banking groups. In March 208, Ulster Bank was named as one of three new sponsors of the GAA Football Championship, and this involved a market entry challenge. A series of carefully coordinated campaigns and promotions through the year leveraged the opportunity across the country. A TV ad entitled The Beginnings, supported by outdoor, connected with the dreams of fans. A dedicated website was set up, which can be personalised to your county colours. Playing stars from Derry to Kerry who are also employees were featured in promotions, school visits and tours. The brand has consequently become established in a short timeframe as a recognised sponsor.

adidas is a global leader in the sporting goods industry and offers a broad portfolio of products across the globe. Its strategy is simple, to continuously strengthen its brands and products to improve its competitive position and financial performance. In Ireland, adidas has a sponsorship deal with Munster Rugby as official kit supplier. Adidas also sponsors the All-Blacks, and so the November 2008 match at Thomond Park was an opportunity to bring to life the Impossible is Nothing brand statement. Working with their partners in WHPR, adidas developed a five-week print and online campaign around the morethanjustagame.ie website. This resulted in product being sold out, and in adidas confirming its brand leadership position.

Cadbury plc is a major global branded confectionery and beverage products company, employing over 50,000 people. The marketing team recognised a need for a big idea to engage consumers, especially the young. Cadbury became the first sponsor of the U21 GAA Football Championship. The brand needed to get attention, so working with Murray Consultants, Cadbury rolled out an integrated marketing communications programme, which in 2008 spanned across TV, online, print and PR. The Cadbury Hero of the Future Award was strengthened, and university scholarships were extended to 7 universities nationwide from Belfast to Cork. The sponsorship is ranked by research as having achieved very high impact.

Diageo is the world's leading premium drinks business with an outstanding collection of beverage alcohol brands across spirits, wine and beer categories. The Guinness marketing team saw 2008 as an opportunity to create more engagement in its GAA Hurling and Irish Rugby sponsorships, to increase brand affinity. The Guinness Hurling Cubed game was developed to reinforce the association with the sport, and a through the line campaign drove awareness. In rugby, Guinness acquired additional sponsorship properties relevant to their target audiences. In addition to these two major sponsorship activities, Guinness sponsored a range of regional sponsorships around the country. This has been shown to have contributed to the growth of the brand through recent times.

Vodafone is Ireland's leading mobile operator with 2.33 million customers in Fixed Voice and DSL. The GAA All-Ireland Football Championship moved to a multi-sponsor format in 2008, and Vodafone developed a comprehensive strategy to demonstrate the shared values of passion, energy, determination, commitment and connectedness. The brand idea of Make the Most of Now was put at the centre of the communications campaign. In addition to TV, Vodafone used outdoor, in-stadium advertising, promotions with media partners, and sponsorship of RTɒs The Road to Croker television programme. Vodafone achieved very high awareness levels, and the campaign established a strong link and a sense of fit.