Patrick Nally’s has often been described as the founding father of modern sports marketing.
Through West Nally, the company he founded in 1970 with Peter West, he created the blueprint on which much of sports marketing is based to this day. His vision and innovation have shaped the way the sports business operates.
Patrick’s work created a revolution in sports marketing which involved the identification, ownership and branding of rights and assets, which could then be packaged and offered to category specific sponsors.
This seminal advance ensured valuable exclusivity over a defined and protected set of rights for sponsor brands and, in doing so, ensured that rights owners benefited from previously unheard of fee levels while brands were empowered to create powerful and hugely effective campaigns. It was an approach, which demanded a fresh mind-set from governing bodies, and event hosts, which had previously struggled to manage commercial activities.
Patrick was responsible for bringing Coca Cola into football; first as the corporate backer of FIFA’s global development programme, then as sponsor of the first World Junior Championship, Tunisia 1977 and finally as a founder member of the Inter Soccer 4 programme which generated previously unimaginable sponsorship revenues for major FIFA and UEFA competitions. Coca Cola remains a committed sponsor of the FIFA World Cup and Olympic games among other properties, which have been shaped by his trail-blazing approach.
He continues to work with many of the world’s best-known brands and leading sports properties and Federations to create outstanding commercial value and marketing benefit for all parties.
Nally remains one of the best-connected individuals and most effective radical thinkers in sports marketing and is at the heart of thought-leadership in the sector through his consultancy work.
His unique insight into sport and its commercial and media partners, together with his deep reservoir of knowledge, and record of innovation within the sector is aligned to an innate understanding of the needs and culture of brands. This allows him to create consultative pathways designed to guide them towards their goals.
The result is clear objective-driven strategies and activation, which harnesses the huge power of sports to the greatest effect in achieving the specific and measurable goals of client companies and organisations.