Pembroke Communications is an Irish PR firm specializing in sports sponsorship and PR. They work with sports organizations, sponsors, and retailers. They negotiate, evaluate, and leverage sponsorships. They manage sponsorship portfolios and events. Their team has experience across many Irish sports and strong media relationships. They can provide additional marketing services through their parent company.

1. Sponsorship and Sports PR

2. Introduction
Pembroke Communications is a recognised industry leader and specialist in Sponsorship
and Sports PR.
We work with a wide client base negotiating, evaluating and advising on sponsorship
opportunities and, crucially, leveraging and communicating sponsorships to ensure our
clients get the most value from their spend.
The Pembroke sports team consists of people with a deep understanding of the Irish
sporting landscape and boasts an unrivalled relationship with the sports media. Our
experience extends across all sports, including the GAA, rugby and soccer as well as
horse racing, golf, cycling, snooker and athletics.
We place forward planning, imagination, flexibility and hard work at the heart of our
proactive service to clients which include sports associations, a leading bookmaker,
sports clothing manufacturers, sports retail outlets and major sports sponsorship
accounts.
Pembroke Communications is the only Irish PR firm that is a full member of the
ESA (European Sponsorship Association).

3. The Bigger Picture
As a key company within the Publicis QMP group, Pembroke has instant access to the
following in-house services:
– Consumer research – AskChili
– Strategic planning unit
– Creative and design services
– Production and print services
– Sales promotion, merchandising and street marketing
– Online marketing and digital expertise
– Affiliate pr companies in Cork and West of Ireland
We are also allied with Ethnic Media Ltd, Ireland’s only media company which specifically
targets several ethnic groups.
All of this means Pembroke has an open door to services that are central to leveraging
sponsorships.

4. Pembroke Sports Clients
Past & Present

5. Sports Organisations
Pembroke staff have worked with a number of high level sports organisations in
Ireland, including the GAA, the largest sports association in the country, the Dublin
GAA County Board, the Ladies Gaelic Football Association, the ILGU, Swim Ireland
and the Paralympic Council of Ireland. We also have regular dealings with the IRFU
and FAI.
GAA:
Pembroke have worked closely with the GAA on a number of key PR projects
including the Allianz National Hurling and Football Leagues, the U-21 Hurling
Championship, the Inter-Pro’s and the Cúl Camps.
Ladies Football:
Ladies Football is the country's fastest growing and largest female team
participation sport. Pembroke manages the Association's entire publicity portfolio
including the National Football League, the Championship, the Club Championship
as well as managing all aspects of the Association’s sponsorship requirements.

7. Sponsorship Management
Pembroke’s expertise in sponsorship covers the full spectrum of the sponsorship
field. We manage the sponsorship portfolios of a number of leading brands
including Bord Gáis Energy, Halifax, FBD Insurance, the Irish Examiner, O’Neills and
Vhi Healthcare. We can also advise on, source, negotiate and evaluate
sponsorships on behalf of clients.
Halifax:
Pembroke are sponsorship advisors to Halifax and manage all aspects of the bank’s
sponsorship of the GPA, including the GaelicPerformance Camps, the Fair Play
Award and Hurling Twinning Programme as well as their horse racing and
community based and arts sponsorships.
Bord Gáis Energy:
Pembroke brokered the Bord Gáis Energy sponsorship of the Ladies National
Football League and we manage the publicity and leveraging of this and all their
other properties within Bord Gáis Energy’s sponsorship portfolio including the Cork
City Marathon, the GAA Hurling U-21 All-Ireland Championship and the IRUPA
Rugby Awards.

8. Sponsorship Management
FBD Insurance:
We handle all aspects of FBD’s sponsorship of the famous RÁS, Ireland’s
premier cycling event, and the All-Ireland GAA Golf Championship
Vhi Healthcare:
Pembroke handled all aspects of the promotion of VHI’s sponsorship of the
Ladies Club Football sponsorship, Club Person of the Year Award and Vhitality
sports seminars
O’Neills:
The All-Ireland 7’s Tournament
Irish Examiner:
Young Sports Star Awards

10. Event Management
The Pembroke team is adept at event management, from small scale promotional
events such as store signings, to large scale national fixtures like festivals,
including the Puck Fair, and sports events.
We ensure that every aspect is carefully planned and that your brand is positioned
as a main focal point. Such events are designed to maximise positive exposure
for you brand.
Bord Gáis Energy:
Pembroke played a leading role in the 2009 Bord Gáis Energy Cork City Marathon
from start to finish, managing all publicity and organisational elements in the lead
up to the event and on the day itself, including event running order, press office
and set up.
Over 10,000 people participated in the race and in the first year of sponsorship, it
was crucial for a well branded, successful and enjoyable event to occur for Bord
Gáis Energy. We succeeded in cementing the sponsorship link and ran a smooth
event which created a huge buzz around Cork.

12. Sports Promotions
Pembroke can support you in every aspect of a promotional campaign, from
offering creative ideas to managing events and raising public awareness.
P&G:
Pembroke successfully fused Ariel and the GAA through a promotional
campaign over a three year period. The partnership brokered by Pembroke
resulted in invaluable equity for the brand and a significant increase in market
share. The campaign transcended the regular sports arena and engaged the
general consumer.
Setanta:
Pembroke co-ordinated all the promotional work for Setanta Sports to highlight
their successful FA Cup coverage. This included a tour of Ireland with the FA
Cup.

14. Sports Retail
Pembroke works with a number of sports retail clients including international
sports performance apparel providers Under Armour and Ireland’s largest
independent bookmaker Boylesports. We have also worked on key campaigns
in the recent past with Canterbury, Premier Golf and Elvery’s.
Boylesports:
Pembroke manage the daily PR for Boylesports. This includes publicising the
company’s sports book, its online and high street offerings and its extensive
sponsorship portfolio.
Boylesports is the official bookmaker to the FAI and sponsors of Premier
League side Sunderland AFC. They also sponsor a host of top class national
hunt and flat horse racing events. Pembroke support and leverage all
Boylesports sponsorships including the International Poker Open

15. Sports Business/Management
Pembroke looks after the contract negotiation and commercial profile of
several leading Irish sports stars in rugby, GAA and athletics.
We also assist past players and sports celebrities to leverage their status
for after dinner speaking and corporate hospitality.
We ensure that our clients get value for money and that these sports stars
and celebrities are properly looked after.

16. Who We Are
Michael O’Keeffe, Managing Director
Michael joined Pembroke in 2005 and has a proven track record
in developing creative PR and sponsorship strategies for a
diverse range of clients.
Current clients include Boylesports, Bord Gáis Energy, the
Vintners’ Federation of Ireland (VFI), Under Armour, Connacht
Gold, Hotels.com, Temple Street Hospital, Fighting Blindness and
The Ladies Gaelic Football Association.
Michael also looks after the sponsorship interests of Vhi
Healthcare, FBD Insurance, Halifax, O’Neills Sports and Proctor
and Gamble and has worked extensively with the GAA in the last
number of years on the U-21 Hurling championship, the Allianz
Leagues, the Championship and M Donnelly inter-provincial
championships.
Michael is a regular contributor to magazines and newspapers, and has excellent contacts in the
areas of news, current affairs, business and sport. Michael represented Dublin in Gaelic Football at
all levels and Ireland in soccer at underage level.

17. Who We Are
David O’Síocháin, Account Director
David joined Pembroke from RTE Radio Sport. He has worked as
a news and sports journalist in the Waikato Times in New
Zealand and at the Sunday World in Dublin.
David works on several key sports accounts including
Boylesports, Ladies Gaelic Football and Under Armour. He
managed P&G’s Ariel GAA promotion for three years and worked
on the Irish launch of retail chain Premier Golf.
David also works on corporate accounts including Nationwide UK
Ireland, the 162 Group – 7 AIM Listed companies and recently
brokered an official partnership for Cooley Distillery with
Connacht Rugby.
David has played top grade club rugby in New Zealand and Ireland and currently coaches the
Clontarf 1st XV in Division 1a of the All Ireland League. He is also a member of two championship
golf courses – Royal Dublin and Lahinch. David has a honours degree in journalism from DCU and
a post graduate diploma in Marketing, Advertising and PR from DBS.

18. Who We Are
Claire Turvey, Senior Account Manager
Claire worked in the sports media industry in London for six years
with a number of media outlets including the BBC, Sky News, Sky
Sports and latterly as a soccer and feature writer with The Times.
At Pembroke, Claire specialises in sports, sponsorship and corporate
PR and currently manages a number of major sponsorships on
behalf of clients like Bord Gáis Energy, Setanta, FBD Insurance,
Halifax and O’Neills. Her other clients include Connacht Gold,
Ladies Gaelic Football Association and City and Guilds.
Claire manages the extensive sponsorship portfolio of Bord Gáis
Energy which includes the Ladies Football National Leagues, the U-
21 Hurling Championships and the Cork City Marathon.
Claire has First Class Honours Degree from Trinity, where she was sports editor of the University
Record and elected PRO for the Ladies Football team for three years running.

19. Who We Are
Kelli Slattery, Account Manager
Kelli Slattery graduated from UCD with an honours degree in
Sports Management and went on to complete a Masters in
Marketing in DIT Aungier Street.
Kelli works across the Sports and Consumer divisions in Pembroke
Communications and her client list includes Boylesports, Ladies
Gaelic Football Association, Under Armour, Halifax (sports
sponsorship), Bord Gáis Energy (sports sponsorship), Bord Bia and
Griffith College. She has also worked on clients such as the GAA,
Elvery’s Sports Stores, the Irish Rugby Football Union, Leinster
Rugby, Nokia, and Guinness.
She has a keen interest in all sports. In 2009, she set up a Basket ball club The Green to
compete in the Dublin Ladies Basketball league and is active member of Lahinch Golf Club.

20. Our Account Management
Standards
• We are a member of the Public Relations Consultants Association (PRCA), and manage
our business in accordance with the Consultancy Management Standard Code of
Practice
• Pembroke is the only Irish pr agency with membership of the European Sponsorship
Association
• Executive time sheets are recorded for all assignments
• Our invoicing is transparent with all fees and third party costs agreed before work
commences
• Winner of 2007 PRCA Award for Excellence
• Winner of 2008 AIM Award for Integrated Marketing

21. Contact
Contact our Sports and Sponsorship Team:
Mick O’Keeffe, michael@pembrokecomms.ie
David O’Siochain, david@pembrokecomms.ie
Claire Turvey, claire@pembrokecomms.ie
Kelli Slattery, kelli@pembrokecomms.ie
Tel: 01-6496486 www.pembrokecomms.ie