Dublin Theatre Rebranded In €4.3m Deal

Dublin Grand Canal Theatre, only recently opened, will be re-branded next year after signing a new sponsorship deal.

The 18-month-old arts centre will be renamed the Bord Gais Energy Theatre. The energy provider will invest millions in advertising for the theatre as part of a six-year partnership.

All tickets and adverts will have Bord Gias name on them and it is estimated that the deal has a media value of €4.5m.

Mike Adamson, Chief Executive of Live Nation, the company behind Grand Canal Theatre, said he is confident the partnership will be innovative.

"The Grand Canal Theatre has only been in existence for 18 months and has already established itself as an important national asset with something to offer people from all walks of life," he said.

Bord Gais Chief Executive Officer John Mullins said the sponsorship will be a key pillar in the provider's marketing strategy.

"The expense of acquiring new customers is a significant cost to our business and to address this we must seek ways to encourage our customers to stay with us for longer by offering them compelling benefits that differentiate us from our competitors," he said.

The energy provider hopes to boost customer retention by rewarding loyal consumers with tickets to the theatre.

(LB/BMcC)