Let’s discuss the role Kingspan should play in the sports industry. We’re looking at an Irish business that began humbly in a yard behind a public house in Kingscourt, Co Cavan, and has morphed into a globally recognised multinational entity. Over six decades, it has emerged as one of history’s most impressive economic feats from rural Ireland, employing nearly 23,000 people across 80 diverse countries. In terms of its market capitalisation, it hovers around the 15 billion pounds mark.
Isn’t a business with such a triumphant journey one that should intersect with sports? Resoundingly so! Sports should positively seek collaborative endeavours with Kingspan and vice versa. Securing sponsorships and forging partnerships is a tough business. In a market saturated with companies promoting alcohol consumption, gambling or social media sign ups, Kingspan stands out. It represents a secure and lucrative opportunity for sports sponsorship — the kind of substantial supporter that garners no contention.
Yet, it still raises eyebrows as to why they haven’t been more assertive and proactive in their generosity.
Malachy Clerkin suggests that golfer Shane Lowry should understand aligning with Kingspan sends a specific message. Some noteworthy sports personalities like Alex Fitzpatrick have taken the lead in European Masters, Sara Byrne has gained popularity from Curtis Cup, all the while Rory McIlroy seeks a cutback in his schedule aiming to break his Major drought.
Covering GAA sports often leads to emails from officials in Cavan GAA. They gently remind us to use Kingspan Breffni instead of the county’s renowned GAA ground, Breffni Park. This routinely evokes two responses. Primarily, many reporters continue referring to it as Breffni Park, due to both familiarity and stubborn refusal. Regardless of the resentment around obligatory usage of the sponsor’s name, everyone agrees it sounds awkward. Almost every other pitch in the country carries the descriptor of Park/Field/Stadium. However, Kingspan Breffni somehow feels incomplete, as if a term is missing.
In a moment of reflection, one might question if they have more significant tasks to attend to. Evidently, Cavan GAA deems the naming to of substantial importance, which to some extent might be significant to someone at Kingspan too. It seems rather curious that such a colossal global entity like Kingspan would remotely care about the return they harvest from the naming rights of a regional GAA field.
Kingspan recorded a whopping €887 million profit in 2023. The sponsorship to Cavan GAA is estimated to cost about €150,000 a year, with their brand and emblem featuring on the Cavan jerseys ever since 1995. Regardless of what the media houses, newspapers or podcasts name the field where Cavan plays their games, the many years of this partnership have undoubtedly yielded considerable value for them.
Naturally, Kingspan has broadened their investments. Their collaboration with Ulster Rugby has been in operation since 2005. They sponsor the East of Ireland golf tournament and, as of this year’s May, are the principal sponsors of Rugby in Uruguay. Corgarry is far behind in their rear-view mirror.
Kingspan’s ambassadors’ list is extending as well. Shane Lowry and Leona Maguire have an established relationship with the company, donning the Kingspan logo on their shirts and zipped tops. Johnny Sexton was recruited in June to be the face of their Kickstart Community Sports Fund, and Sailor Tom Dolan, the race frontrunner in the Solitaire du Figaro Paprec’s initial two legs, is a proud associate of Kingspan.
None of these individuals needed reminding this week about their affiliation with Kingspan. The publication of the final report on the Grenfell fire thrust each of them into the limelight, whether they welcomed it or not. The report concluded that only around 5% of Grenfell Tower’s insulation was a Kingspan product, hence the company was not held accountable for the fire spread.
However, the report noted that Kingspan had “intentionally created a sham market” for insulation products and exhibited “deeply ingrained and continuous deceit… in the name of commercial profit.”
Prior to the release of the report, The Guardian ran a piece featuring Lowry, including comments from a representative of the Grenfell United survivors. The spokesperson, Ed Daffarn, revealed that the group had been contacting Lowry for years, urging him to relinquish his Kingspan sponsorship, a request which apparently fell on deaf ears. This does not bode well for Lowry, who is counted amongst Ireland’s most beloved athletes.
Lowry’s charm lies in his personable and relatable nature, presenting himself as a good-natured, everyday person with a remarkable talent. His public image is what makes him such a coveted ambassador for brands, despite the fact that he doesn’t seem too concerned with his image.
Nevertheless, the question as to why Kingspan thought Lowry would be a suitable brand representative isn’t difficult to discern. The company likely admired his rural Irish roots finding success on the global stage. However, the Grenfell report starkly revealed Kingspan’s involvement in unscrupulous and callous activities in pursuit of profit.
Last week marked the climax of the most profitable season in Lowry’s professional career, concluding with a ninth-place finish in the Tour Championship. This resulted in PGA Tour earnings surpassing $7.7 million (€6.9 million) in the past year. He likely views the Kingspan sponsorship as insignificant in contrast.
Looking ahead, Ulster Rugby are planning to end their association with Kingspan in the forthcoming season. When quizzed by various media sources, everyone else, including Lowry and his team, chose not to comment. However, it’s highly unlikely that Lowry will be able to avoid addressing the issue during the imminent Irish Open.
Evidently, Lowry is not in monetary need from Kingspan. Should he continue his alliance, he must be aware of the message it sends. It communicates to the global audience that he is prepared to align himself with them, even in light of the findings of the Grenfell report and the company’s criticism by survivor groups. This epitomises what it means to be a brand ambassador – using one’s reputation to augment their own.
However, attempting to polish anything often leaves one with tarnish. The challenge now for Lowry and the rest of the sporting world is determining how much of Kingspan’s blemishes they are prepared to absorb.