Patrick Nally

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Patrick Nally in 1978 was co-founder of the British based sports marketing company West Nally

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 organisations 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. ^[1]