Finance & Insurancepermanent tsb × Nhat Nguyen — Team Ireland Sponsorship
Tokyo Olympian Nhat Nguyen became a permanent tsb ambassador as the bank backed Team Ireland's Olympic and Paralympic athletes.
Overview
The campaign
Permanent TSB partnered with Sport Endorse to activate its landmark sponsorship of the Irish Olympic and Irish Paralympic Teams by connecting directly with Olympic badminton player Nhat Nguyen and a roster of elite Irish athletes. The campaign celebrated community, ambition and inclusion through a fully integrated national brand activation spanning retail, digital, PR and athlete ambassador content.
The challenge
In 2022, Permanent TSB announced one of the largest brand partnerships in its history, becoming the first organisation to serve as title sponsor of both the Irish Olympic Team and Irish Paralympic Team during the same Olympic cycle.
The sponsorship represented more than a traditional sports partnership. As the bank underwent a wider brand transformation, it required authentic athlete ambassadors capable of bringing its values of ambition, courage, excellence and community to life across multiple marketing channels.
The campaign also needed to balance representation across Olympic and Paralympic sport while engaging audiences nationwide through both established champions and emerging talent.
The Sport Endorse solution
Working through Sport Endorse, Permanent TSB secured partnerships with elite Irish athletes whose stories aligned naturally with the campaign's strategic objectives.
Olympian Nhat Nguyen became one of the campaign's original ambassadors.
The ambassador programme formed part of a broader integrated activation supporting Team Ireland throughout the Paris 2024 Olympic cycle. Athlete partnerships were combined with national advertising, retail branch branding, digital content, public relations activity and community engagement initiatives to create a consistent brand platform that extended well beyond traditional sponsorship visibility.
As Paris 2024 approached, the programme expanded to feature a wider group of Team Ireland athletes across multiple Olympic and Paralympic disciplines.
Athlete fit
Nhat Nguyen represented a particularly strong strategic fit for Permanent TSB.
As one of Ireland's leading badminton players and a Tokyo Olympian targeting success at Paris 2024, Nguyen embodied the campaign's focus on ambition, progression and high performance.
His personal journey, from moving to Ireland as a child to representing the country on the Olympic stage, also reflected the diversity and inclusivity that Permanent TSB sought to celebrate through its community-focused brand positioning.
Alongside other Olympians, Nguyen helped demonstrate that elite sporting success is built through the support of families, coaches, clubs and local communities-the central message behind Permanent TSB's "Raising A Nation" campaign.
Deliverables
- Permanent TSB appointed as title sponsor of both the Irish Olympic Team and Irish Paralympic Team for the Paris 2024 Olympic cycle
- Four founding athlete ambassadors secured, including Olympian Nhat Nguyen
- Long-term athlete ambassador agreements activated
- National PR launch campaign delivered
- Retail branch branding rolled out across the Permanent TSB branch network
- Athlete photography and campaign imagery produced
- Digital and social media campaign assets created
- Community engagement programme supporting Team Ireland
- Integrated advertising campaign activated across television, print, outdoor and digital media
- Expanded ambassador programme launched ahead of Paris 2024 featuring 11 Team Ireland athletes
Results
“We see our community ethos as a key differentiator for Permanent TSB and like us the Olympic and Paralympics are grounded in communities across the country, so this is a perfect partnership. Athletic success depends on the support of families, friends, communities and coaches and our Olympians' and Paralympians' achievements inspire and raise the spirits of the entire nation. We're starting a journey now that will take us to Paris 2024 and we look forward to supporting Team Ireland every step of the way." Eamonn Crowley| Chief Executive Officer, Permanent TSB”— Eamonn Crowley, CEO, permanent tsb
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