In 2013 Rory McIlroy established a Foundation with an ambition to help vulnerable and underprivileged children to have better lives. Our role was to establish a brand strategy and brand position for the Foundation that matched Rory’s ambitions for the next 5 years. He also identified the Irish Open as a vehicle to align the charitable work and fundraising that the Foundation wanted to achieve. He injected £1m of his own money to increase the prize fund and attract a substantial new 5 year sponsor (Dubai Duty Free). The Irish Open flourished as a result and is now one of the top 3 European Tour Golf events and is part of the elite Rolex Series.
Creating a new brand, image and story for Rory Foundation was important to allow fund raising to happen on a continual basis via corporate donations and contacts from Rory. We created all the marketing, including several video content pieces each year, and the big pre-Open Tuesday night event each year. At the end of the five year term the hosting of the Irish Open has now been handed over to the European Tour to facilitate – and Rory has now closed his Foundation having successfully set out to achieve very large impact, donation and support of a wide range of charities across Ireland between 2013-18.
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