Nestlé Cereals Ireland becomes official Breakfast Partner of the 2024 Irish Paralympic Team

Sample article from our Food & Beverage

May 9, 2024 (press release) –

Nestlé Cereals Ireland partners with the 2024 Irish Paralympic Team, aiming to boost support and cheer for athletes. The partnership includes special cereal boxes featuring ambassadors Colin Judge and Richael Timothy . Research shows Irish people value support for athletes, with a significant impact on performance. Jennifer Walsh encourages the nation to 'Bring the Cheer' and support Team Ireland at the upcoming games in Paris . Stephen McNamara expresses delight in the sponsorship, highlighting the visibility it provides for disability sport.

Key Highlights:

* More than a quarter of Irish people attend every game to support, and four in ten tune in to watch and cheer from afar

* Women (65%) feel valued through support, while men find personal support contributes to building self-confidence

* Partners (44%) are the greatest supporters, followed by mums (16%) and friends (12%)

Original Press Release:

May 3 -- Nestlé issued the following news release:

- A fifth of the nation admits to crossing continents to cheer on their favourite team or athlete

- A fifth of the nation admits to crossing continents to cheer on their favourite team or athlete

- Six in every ten Irish people believe their support and cheer positively impacts performance.

- 70% of people feel a huge sense of pride for Ireland’s sporting heroes.

- Beating the All Blacks in 2016, Italia 90 and the gold winning moments of Paralympians, swimmer Ellen Keane and sprinter Jason Smyth were highlighted as the most “cheer-tastic” moments.

Ireland remains a nation of fanatical sports fans with a fifth of Irish people admitting to crossing continents to cheer on their favourite team or athlete. Revealed new research[*] released today to mark the announcement of Nestlé Cereals as the official ‘Breakfast Partner’ of the 2024 Irish Paralympic Team. The aim of the partnership is to encourage the nation to “Bring the Cheer” and support the team at the upcoming games in Paris ( August 28th to September 8th).

Furthermore, the survey revealed Irish people truly value the power of this support for their team/athlete with six in every ten believing their support and cheer has a positive impact on overall performance. Seven out of every ten respondents also cited their sense of pride at seeing an Irish athlete on the world stage!

Leaning into this uniquely Irish sense of pride for our sporting heroes, Nestlé Cereals will roll out special cereal boxes, featuring Nestlé Cereals Ireland Ambassadors para-table tennis champion Colin Judge and para-cyclist Richael Timothy . Packs will also offer fans the opportunity to win a chance to bring the cheer and support the athletes at the Games in Paris . In a first for the brand, boxes will also carry a message of support to the team 'as Gaeilge'.

The determination of Irish fans to “bring the cheer” no matter what is also evident, with more than a quarter of Irish people attending every game with four in ten claiming to tune in to watch and cheer from afar. Those aged 18-34 were found to enjoy a watch party with family and friends, citing a greater sense of connection by supporting in this way.

Gold winning exploits of Paralympians, swimmer Ellen Keane and sprinter Jason Smyth were highlighted among the most “cheer-tastic” moments alongside beating the All Blacks in rugby in 2016 and Italia in football in 1990.

The findings also showed that women (65%) enjoy a greater sense of feeling valued through being supported while for men, personal support is the greatest contributor to building their own self-confidence. The power of support was also cited as a key factor in one’s ability to go that “extra mile” for more than half, with the same amount saying it provided a much-needed energy boost. Partners (44%) topped the poll as the greatest supporters followed my mums (16%) and friends (12%) taking bronze.

Jennifer Walsh , Country Manager, Nestlé Cereals, said: “We are delighted to come on board as the official “Breakfast Partner” for the Irish Paralympic Team and to play our part in supporting them as they prepare for one of the biggest events in the global sporting calendar.

“It is undoubtedly a once-in-a-lifetime opportunity with our athletes putting it all on the line, to represent our country at this year’s event. They have spent months and years preparing for this, putting in thousands of hours of dedication behind the scenes, and have endured many challenges along the way, battling to overcome obstacles and all so they can represent their country at the highest level and to the best of their ability. Moments like this remind one of the importance of support and what a crucial role it plays and how it can make such a positive difference.

“It is clear from the research that we as a nation understand the positive impact of support and for this year’s games, we are encouraging the country to really get behind our athletes. It is important that we collectively lend our support, “Bring the Cheer” and show them that we are all there with them as they compete on the biggest stage. If you haven’t yet made your plans, start doing so now and “Bring the Cheer” as we prepare for Paris 2024 with Team Ireland.”

Stephen McNamara , CEO Paralympics Ireland said: “We are delighted to announce this sponsorship with Nestlé Cereals. Having our Para Athletes represented on Nestlé’s instantly recognisable cereal boxes around the country provides fantastic visibility for disability sport. Our athletes competed in Tokyo in front of empty stands away from friends, family and supporters. This partnership will help to “Bring the Cheer” and provide the extra energy that they need to deliver on the biggest stage this summer.”


[*] Conducted by Empathy Research through an online survey across a nationally representative sample of 1,000 adults aged 18+ between 22nd – 25th April 2024 .

[Category: Food, Metals & Mining, Packaged Foods & Meats , Partnerships and Alliances, Events]

Source: Nestlé

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