Patrick Nally
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Patrick Nally pioneered international sports marketing and sponsorship - packaging rights and forging relationships between sport and major multinational companies. As a result the FIFA World Cup Intersoccer Package, the IAAF Track and Field programme, the Davis Cup of Tennis and the World Ski Cup still follow the marketing principles he devised – Patrick’s innovations have not been bettered in 25+ years.
He has widely been credited as the ‘Founding Father’* of sports marketing as it has evolved since he established West Nally in the early 1970’s. Through to 1987 when, as the father of two young sons, he moved into more of a consultancy role, the company carrying his name helped many sports organizations to gain ongoing stability - through both funding and advising on the packaging of ‘their products’.
Patrick was involved in the creation of the General Association of International Sports Federations (GAISF) and secured for it a permanent home in Monte Carlo. He also arranged commercial partners and was instrumental in setting up the GAISF Calendar – advising international sports federations to avoid conflicting event dates. He has worked with most Olympic and non-Olympic international sports federations over the years – helping them to understand the mechanisms needed to ensure their ongoing commercial viability. .
He was instrumental in bringing Coca-Cola money into the 1978 Argentina World Cup - staged successfully just 14 months after the military coup – and setting the cast for the future development of soccer globally. He helped develop the grass roots training - and availability of coaching and equipment - that has ensured soccer’s place as the world’s favourite spectator and participant sport.
Patrick has worked closely with the International Olympic Committee since helping both the British Olympic Association and the Commonwealth Games back in 1976. At that time he also advised the Olympiad-80 Organising Committee in Moscow as they struggled with the commercial, media and marketing complexities involved.
With many world class sports not included in the Olympics and seeking their own global ‘shop window’ - Patrick used his considerable negotiation skills and put the entire resources of West Nally behind staging the first full World Games in London in 1985. Twenty-three sports held their world championships in eight London venues.
Other innovations, developed under Patrick’s creative leadership, included securing sponsorship for major music events, bringing close-up action through big screen technology, creating global TV sports magazine-style programmes. Today, Patrick is a specialist consultant on many aspects of sport, music and leisure – from venue design, educational and environmental issues, to audience appreciation systems.
Throughout his extraordinary career, he has always been ‘fourth dimensional’ able to provide - time and again - that unique element that others can only strive for. Doors at the highest levels remain open to him.
[edit] Current projects
Principle - ecm² group of companies Patrick Nally is one of the principles of the group working closely with UNESCO to develop educational, scientific and cultural projects linked to corporate social responsibility programmes. The very latest technology will be used to bring education, understanding and entertainment - with a real message - through inter-active television programming. This is coupled with simpler learning programmes in countries yet to have free access to the digital world.
Consultant Working closely with the EAA, Patrick is seeking new routes to enhance the corporate involvement of companies at every level of athletics – alongside the broader message of fitness and health for all.
Patrick is also consulting to various UK cities on multi-purpose indoor Arenas – each of which includes Olympic-size ice pads. There is the potential in due course of both revitalising Ice Hockey and capturing the momentum of Ice Skating as major popular sports, complete with youth and training facilities alongside full UK professional and Olympic teams.
Lecturer Speaker on Sports Marketing and related subjects – including Financial Times Seminars.
Lecturer on Sponsorship Procurement for the World Academy of Sport
Patrick Nally’s major international sports projects include:
• the marketing of the 1978, 1982 and 1986 Soccer World Cup Competitions in Argentina, Spain and Mexico, and establishing the dedicated company in the United States to host the World Cup in 1994. • the negotiation of the world’s single largest sponsorship deal between FIFA and Coca-Cola for all aspects of soccer development, including the World Cup. This programme stills runs today. • repackaging the ITF’s Davis and Federation Cups in Tennis and securing NEC as the main sponsor. • the creation and marketing of both the World Championships and World Cup in athletics, and the Rugby World Cup. • the creation of marketing programmes involving international swimming, skiing, cycling and gymnastics.
In addition, he reintroduced the European/South American Cup (Toyota Cup), has worked with UEFA on the European Championships, European Cup and European Cup Winners Cup, and provided many soccer teams with major sponsorships.
[edit] Background
Born in England in 1947, the youngest in a family of three children, born in consecutive years. His parents met in the Navy (chief petty officer and WREN) and moved into journalism and public relations when Patrick was a child. His mother, Margaret Nally went on to be the first woman chairman of the Press and PR Branch of the National Union of Journalists and the first woman President of the Institute of Public Relations. She is commemorated each year at a Memorial Lecture staged at the House of Commons.
Patrick’s first job on completing his education was as a junior in an advertising agency. He quickly learned the basics of the industry and soon decided that he wished to specialise more in public relations.
He moved to a PR apprenticeship in another agency and was soon involved in running major accounts. It was not long before a previous director of the advertising agency, establishing a public relations associate company, invited Patrick to work with him and Peter West, a well-known journalist and radio and TV commentator, mainly in the sport area. Peter’s sports contacts and Patrick’s PR and marketing skills were a perfect match.
In 1969, Patrick became Managing Director - at 22 years of age - and West Nally was created.
West Nally Events
Americas Cup III (Athletics) – Jakarta 1985 Azzurra, Italian America’s Cup Challenge BASF Alpine Ski Cup Benson & Hedges Golden Calendar of Sport BET Clipper Challenge Sailing Race Bicentennial Soccer Tournamanet – USA 1976 Bislet /Oslo Games – Norway 1983-1984 Bruce Springsteen Tour 1986 – Diamond Vision screens Citizen Golden Marathon Concerts of Leonard Bernstein – Ebel Watches Anniversary Cornhill Tests (Cricket) David Bowie Serious Moonlight Tour 1983 Duran Duran UK Tour European Athletics Championships – Athens 1982 + Stuttgart 1986 European Championships (Soccer) – Italy 1980 European Cup Finals (Soccer) – 1979 to 1982 European Cup Winners Cup Finals 1979-1982 European Football Championship – Italy 1980 European Indoor Championships – Athens 1985 European/South American Cup 1981 FIFA 75th Anniversary Tournament – Zurich 1979 FIFA/Coca-Cola Cup World Youth Championship – USSR 1985 FIFA/Coca-Cola World Soccer Development Programmes FINA World Cups (Swimming, Diving, Water Polo, Synchronised) 1979 First Division League Football Programme First IAAF Golden Mile, Tokyo 1979 First IAAF World Athletics Championships – Helsinki 1983 First World Athletic Cup, Dusseldorf, 1977 Football Association Super Skills Awards Football World Cup 1978, Argentina Football Association Four-Star Tennis Grand Prix, London 1976 Gold Cup (Soccer) – Uruguay 1981 Golden Marathon, Athens 1982 IAAF Citizen Golden Series IAAF Development Programme IAAF Golden Events 1979-1982 IAAF 4th World Cup in Athletics – Canberra 1985 IAAF World Cross Country Championships 1983 Iveco Games – Edinburgh 1982 Iveco Sponsorship of Watford FC Live Aid 1986 – Diamond Vision screens at Wembley London Marathon – 1981 first ever with Gillette Marketing Programme for United States Soccer Federation - Men’s Hockey World Cup 1986 Marketing Programme for Australian Soccer Federation NEC Davis Cup 1979 onwards NEC Federation Cup 1978 onwards Oslo Games Pan-American Games Rank Xerox European Marathon Circuit Rolling Stones European Tour 1982 Rugby Football Union and Twickenham Rugby World Cup 1987 Seiko British Athletics Programme Silk Cut Music Festival Sports Channel concept in 1983 Twelve Metre World Championship Yachting – Costa Smeralda 1987 West German National Championships (Athletics) – Stuttgart 1985 World Bowls Championships World Cycling Championships – Holland 1979 World Cup (Soccer) – Argentina 1978 and Spain 1982 World Cross Country Championships – England 1983 World Games – London 1985, Karlsruhe 1989 World Championships in Gymnastics – Dallas USA 1979 World Judo Championships – Paris 1979 World Modern Pentathlon World Rowing Championships – Bled 1979 World Snooker Championships World Swimming Championships – Berlin 1978, Perth WA 1986 World Table Tennis Championships World Youth Soccer Championships – Australia 1981, USSR 1985
