An Post Money collaborates with Core to launch significant gaming partnership to promote new An Post Money Mate service

  • An Post Money Mate is to become an official partner of the Gamerstore Legion Content Creator Programme and the title sponsor of The Legion Esport Series
  • Legion brand ambassadors and tie-ins with Entertainmet.ie and Sport for Business will augment the sponsorship

Core, Ireland’s largest marketing communications company, has developed and negotiated an innovative partnership between An Post Money Mate, a new digital money management app, and The Legion, Ireland’s first Content Creator Programme, creating one of the most significant gaming collaborations in the Irish sponsorship industry.

An Post Money recently launched An Post Money Mate which is designed to help young adults manage their personal finances.

As part of the gaming partnership, An Post Money Mate will become an official partner of The Legion community and title sponsor of The Legion Esport Series. The gaming audience is one of the fastest growing communities in the world.

Research estimates that over 2.4 million people in Ireland are engaged with gaming. Core identified the gaming community as a significant opportunity for An Post Money Mate, as it allows the brand to connect with the Millennial and Gen Z customer.

The central pillar of the partnership will focus on leveraging ‘The Power of Community’, a value shared by An Post Money and the gaming world. This will underpin the partnership and position An Post Money as more than just a bank for the gaming community.

To complement the partnership, a number of Legion ambassadors have been appointed who will engage in a range of activity including the creating and sharing of content on their online platforms such as Twitch, YouTube, Twitter and Instagram. The ambassadors are:

To further amplify the content, a partnership with Entertainment.ie will extend reach to gamers across Ireland. This will involve a full takeover of the gaming section on Entertainment.ie and also streaming parts of the tournament live on their website via twitch. Sport for Business will host an in-depth interview to discuss the various partnership elements, the reasoning behind the partnership and the benefits of the An Post Money Mate App for Gen Z’s.

Speaking about the Gaming partnership,Conor Barron, Digital Marketing and CRM Manager at An Post, said:

At An Post, we are hugely excited to be involved with The Legion as the first Irish brand to enter a partnership of this size and scale with them. We share a keen sense of community with gamers and the gaming industry and we look forward to using this innovative and exciting medium to communicate with them both.”

Colm Roche, Sponsorship Director – Talent & Esports with Core, added:

“Brand partnership in the Irish gaming market has been relatively underdeveloped until now, although not for lack of potential from a gaming perspective. In 2020, the Irish gaming market was an estimated €91 million, with 80% of Irish gamers playing every day.”

“For An Post, a long-standing brand embedded in the Irish community, to partner with an Irish company in the gaming industry known for having a predominantly youthful audience and community, is a hugely significant moment. The partnership is one of the biggest gaming collaborations in Ireland, so for Core to be directly involved in making that happen is very exciting and rewarding.”

Speaking about their involvement, Stuart Dempsey, CEO Legion Esports Series, said:

“We are incredibly proud to welcome An Post Money Mate as Title Partner of the Legion Esports Series and Official Partner of our Legion Creator Programme. An Post is a brand that has always been synonymous with community, something that aligns perfectly with the thousands of gamers and viewers that make up our Legion audience. This partnership is a great vote of confidence in our growth and success to date and we look forward to a really exciting collaboration.”

Core is Ireland’s largest marketing communications company. Core employs a team of 330 people and consists of eight practices – Creative, Data, Investment, Learning, Media (comprising of Mediaworks, Spark Foundry, Starcom and Zenith), Research, Sponsorship and Strategy. Core has been voted one of the top workplaces in Ireland by the Great Place to Work Institute, for over ten years.

To learn more about Core, please visit onecore.ie

@core_irl