A Transformative Year

It’s been a transformative year at Atomic Sport. In the last five years, we have focussed on providing the sports industry with specialist creative and marketing services while working closely with our clients against firm commercial objectives. That combination of creativity and commerciality has led to a number of ongoing relationships which we value highly and plan to maintain and build on in 2018 and beyond.

However, as we have learned more about the business of sport, and the commercial realities of clubs and rights holders, we have decided to specialise further and narrow our focus and service offering in 2018. We will be sharing news of this new business focus in January 2018 and look forward to connecting with clients, old and new, in the New Year.

Ahead of that, here’s a snapshot of what 2017 looked like at Atomic Sport HQ.


Over the last 4 months, we have been working closely with the European Tour and their partnerships team based at Wentworth just outside of London. With a host of major sponsorship rights, we have been working with them to develop a system for connecting with potential sponsors and telling the story of the potential of golf as a global game. Early in the New Year, we will share the ‘Inside the Ropes’ story as it is launched in conjunction with the Dubai Duty Free Irish Open programme for 2018.


In a year of change for Team Wiggins, we’ve been working with the peloton’s coolest team to plan for the future based on a team proposition of being the ultimate proving ground for the UK and Europe’s top young cycling talent. Sponsorship is the key driver of success in cycling, and in a quickly changing world, we have worked closely with the team’s management to plan for long-term sponsorship success. This engagement has involved planning for the future growth of the brand, investing in fan research to understand the Team Wiggins following, and developing creative solutions to bring the team sponsorship offering to the attention of major brands in the UK and Europe. One day we might even go for a bike ride with them!


A truly global cycling team and brand. Born in Australia, based in Italy, driving the growth of cycling in China – Orica-Scott offers fans and sponsors more than your average cycling team. We’ve been helping them tell that story to potential sponsors in Italy, China, Germany, the UK and beyond.


Leinster Rugby is a daily staple of life at Atomic Sport. A record uptake of season tickets on the back of our ‘Join the Roar’ season ticket campaign set the club up to start the 2017/18 season in impressive fashion, while this season has kept us busy working with Leinster to promote two 52,000 capacity games at the Aviva Stadium versus Munster Rugby and Exeter Chiefs.

As always, we look forward to great nights at the RDS and being a part of the ongoing success of the club at senior level but also in their stellar work across domestic rugby, women’s rugby and schools rugby in Ireland.


The year ended with disappointment on the field against the Danes, but as a long-time partner of ours, it was particularly pleasing to see them break the record for season ticket sales for the 2017/18 season. The “There Through it all” season ticket campaign played out on digital, social, outdoor, video and podcast in a great partnership with the ‘irishman Abroad’ podcast hosted by Jarlath Regan and featuring Seamus Coleman and James McLean in great first-hand player content (read more here).


It’s always a pleasure to work with National Governing Bodies where the remit is to promote both participation and performance. Our rebrand of the organisation will continue to come to life in the coming weeks and months as they launch their strategic plan, their new website and a number of exciting new marketing initiatives (read more here).


Year two of One-Zero saw changes to the event location, but also many reasons to believe that it has a bright future. Plans to internationalise the offering in the coming years represent a particularly exciting opportunity for a new brand.


Ian Field, our Business Director based in our London Paddington office, moved onto an exciting new position with London Marathon Events, and we wish him continued success in that role.

While at HQ we welcomed a new Strategy and Planning Director, Rachel Ray, and Content Specialist, Kim Gillick. 2018 will see a number of key hires as the business grows with key clients in the UK and Europe.

A big welcome back to Ola Obaro at Harlequins FC, we also welcomed a new Head of Commercial and Marketing at Leinster Rugby, with Kevin Quinn taking the reins of a great team behind the scenes. We wish all the best to old friend Paul Dermody in pastures new at Horse Racing Ireland.

Liam Harbison brought to an end a fantastic contribution to Paralympics Ireland with a move to the Institute of Sport. Eavan Mulligan, who drove the marketing agenda and the promotion of ticket sales at the FAI moved into agency world, as Robert Garrigan assumed the marketing responsibilities at the home of Irish football.


We would like to take this opportunity to thank all of our clients and partners for their continued support in 2017 and we look forward to continuing existing initiatives and starting new ones with major sports rights holders in 2018.

Merry Christmas and best wishes for 2018,
Patrick and the team at Atomic Sport,