By Richard Tierney, chief executive of the St Patrick’s Festival
Autumn is associated with the crinkling of leaves, fading light, and brand sponsorship strategies. It’s a time when new and ambitious partnerships are conceived and explored. As we look to 2025, I have the privilege of helping to shape the four-day, world-class St Patrick’s Festival staged every March. The festival is the single biggest celebration of Irish arts, culture, creativity, and our unique identity known worldwide.
There is no greater platform that speaks to our heritage and our ever-evolving and internationally lauded contemporary culture. There is no greater association for an organisation or brand that wishes to connect to a broad demographic while being intrinsically linked to our pride in ourselves, our aspirations and our achievements. The impact of the festival is astonishing.
In 2024, it delivered an overall media reach of over 400 million people, publicity worth €522 million, a digital and social media reach of 22 million, a live audience in excess of 600,000, a TV audience of 386,000 with a market share of 51 per cent. And that’s before we tally the 4,200 artists who work on it, and the 11,000 days of employment created by it. Focusing on 2025, we seek to harness the spirit of our shared values of community, diversity, joy and sustainability.
A celebration that projects the essence of our identity – Richard Tierney
These drive our motivations and are the same values that inform the brand associations with which we are aligned. The festival provides several different touchpoints, offering seamless integration and access to audiences. Take, for example, the pre-parade breakfast for friends, stakeholders, and prominent Irish personalities. Or, the one city programme, a curated series of high-profile events of music, literature, wellness, and sustainability.
By strengthening partnerships and developing new alliances, we will drive commercial growth. From my experience in brokering deals for the 3Arena and Bord Gáis Energy Theatre, I know that brands seek to be part of a genuine dialogue with their audience. Integrity and authenticity are at the forefront of considerations. Our team is fortunate to be custodians of a celebration that projects the very essence of our identity, allowing playfulness and depth.
Sustainability
Our partnerships are devised to have a meaningful impact. One major focus is sustainability – it is a constant consideration in all of our plans, goals and strategies. We welcome partners who appreciate the imperativeness of these objectives. Is there a recycling partner who can assist us in achieving zero landfill waste? Who wants to champion our refillable water stations and highlight the importance of promoting eco-friendly practices.
Together we can make a real difference.
As a multicultural, international event we are committed to showcasing contemporary and traditional arts, together with diverse and deeply moving expressions of art, culture and heritage representative of many people across the world who call Ireland home. It’s a moment where we make our mark on the global conscience. We’ve a story to tell, not just as a festival but as a nation, and this is your chance to join us in sharing a powerful message.
