The Value of Corporate Pride in Pride
Pride Dublin has come a long way in a short space of time. The first parade took place in 1983, in which around 900 people took part. Fast forward 35 years and participation had grown by almost 70 times that figure, with the 2018 parade attracting 60,000 people - the highest recorded attendance for Dublin Pride so far.
Such action across the years contributed in no small part to the Republic of Ireland becoming the first country to vote to legalise same-sex marriage, in 2015. It is now legal in 20 countries worldwide.
With even more people expected to join the 2019 Pride parade at the end of June, the scale of participation at the event and the broader awareness around it has attracted blue chip corporate sponsors hoping to piggyback on the buzz around Pride to better promote themselves to consumers.
Here we investigate how Irish consumers engage with some of Pride’s biggest sponsors.
Not a sponsor as such this year, but Guinness deserve a mention because for the first time in their history, they painted their famous storehouse doors in the rainbow colours in support of the LGBTQ community and the Rugby Union Cup which took place in June.
One of the biggest supermarkets across the UK and Ireland, Tesco are 1 of 2 platinum sponsors of Dublin Pride 2019 (alongside Google). Tesco have rebranded their logo to display the different colours in the dashes under their name. According to our TGI Consumer Data, 37% of adults in Republic of Ireland use Tesco for their main shopping.
Ireland’s national airline are a gold sponsor this year for Dublin Pride. They prove to be very popular in the Republic of Ireland with our TGI consumer data showing 48% of adults who have travelled for holiday/personal travel in the last 12 months have used Aer Lingus.
Sitting alongside Aer Lingus as a gold sponsor, Sky is arguably the biggest and most well-known TV service across the UK and Ireland. Our TGI consumer data reveals that adults in the Republic of Ireland who are heavy watchers of TV (over 40 hours a week) are 39% more likely than the average adult to use Sky as their main TV service.
These are all longstanding prominent multi-national businesses who recognise that the values on which Pride are based and the extent to which the public today engages with Pride make it very attractive for corporate sponsorship and give them an opportunity to send a message of inclusivity and positivity to existing and potential consumers that can only be good for their bottom line.