ABOUT

Brief: Large sponsorship acquisition.

Background: One of Laya Healthcare’s competitors within the healthcare market in Aviva. Aviva came to the market before Laya Healthcare and with a much larger spend in terms of advertising and sponsorship. Aviva secured the naming rights to the new Landsdowne Road stadium, now called The Aviva Stadium. This is Ireland’s second largest sports ground.

Approach: We pitched the idea of sponsoring a Rugby stadium in Dublin, The RDS. This is home to Leinster Rugby and is also in line for a major refurbishment. Laya Healthcare, while being a national brand, still needed to break into the Dublin market. This would be a very sensible move for Laya Healthcare.

Outcome: Through a series of intense negotiations, Laya were able to agree a fee for this sponsorship deal. I went about creating the new name and adapted brand identity for this new venture. This project is still ongoing. Subsequently, Laya Healthcare have secured sponsorship to become Health & Wellness partners to Leinster Rugby.