Bord Gáis to sponsor Grand Canal Theatre for €4 million

Bord Gáis Energy has announced a six-year sponsorship deal that will see the name of Dublin's Grand Canal Theatre changed to the Bord Gáis Energy Theatre.

You better start warming up to the name Bord Gáis Energy Theatre, because from next March that’s what we’re going to have to call it. The deal is rumoured to be around four million euro over six years, according to the Irish Examiner. This would see Bord Gáis shelling out around €700,000 per year on naming rights, so if there’s a price hike, you’ll know where to picket.

Bord Gáis are looking to use the sponsorship as a marketing tool in order to retain customers. Saving them money on their bills may have been one option that was over looked.

So what exactly is the benefit for existing customers? Well, the advantage for them is that they can qualify for a number of ‘benefits’ such as complimentary tickets for events, discounts and even advance access to tickets.

John Mullins, chief executive of the group said, “This sponsorship will be a key pillar of our marketing strategy that will deliver a strong improvement in customer retention through a comprehensive customer rewards programme.

“[And] improved brand differentiation in an increasingly competitive energy market, and revenue opportunities from being the energy provider to the theatre.”

The naming rights will be up in 2018 when Bord Gáis can reapply to name the theatre.