Researchers at UCD


Tony Meenaghan


School of Business
Michael Smurfit School of Business
Co Dublin

Tel: +353 1 7168958


Dr Tony Meenaghan is Professor of Marketing at the Smurfit Graduate School of Business in University College Dublin where he teaches at both undergraduate and post-graduate levels.  His specific teaching interests centre on marketing communications, branding and new media. He has co-edited book publications in both Marketing Management and Marketing Communications as well as international journal publications on key aspects of marketing.


His particular research and publication interest is Commercial Sponsorship and has been responsible several ground breaking publications in this field.  He is the author of Commercial Sponsorship, (MCB University Press, 1983), which was the first major international publication in that field and editor of Researching Commercial Sponsorship, published in 1995 by ESOMAR (the Global Representative Body for Marketing Research). He has worked with the International Advertising Association (IAA) and the World Federation of Advertisers (WFA), the world bodies for advertising agencies and clients respectively, in preparing their position papers on the subject of sponsorship.  He has published on marketing and sponsorship-related topics in various international management journals such as Sloan Management Review, the Journal of Business Research, the European Journal of Marketing, the International Journal of Advertising, the Journal of Advertising Research, Psychology and Marketing amongst others. He is also the editor/co-editor of the following international publications, Ambush Marketing, (1998), Commercial Sponsorship (1998), Sports and Marketing (1999) and Commercial Sponsorship (2001) and Measuring Sponsorship Performance (2013). 








Year 1973 Institution: Trinity College Dublin
Qualification: BComm Subject:
Year 1978 Institution: University College Dublin
Qualification: MSc Subject:
Year 1994 Institution:
Qualification: PhD Subject:



Book Chapters

Meenaghan, T.; (2005) 'Commercial Sponsorship: The Development of Understanding in New Trends' In: Meenaghan, T.; (eds). Management of Major Sport Events for Development of Cities, selected Reading. Barcelona: Inaki Urdangarin and Diego Torres, eds, Noos Institute. , pp.107-117 [Details]
Meenaghan, T.; (2005) 'Global Sports Sponsorship' In: Meenaghan, T.; (eds). Evaluating Sponsorship Effects. Oxford, UK: John Amis & T. Bettina Cornwell (eds.), Berg. [Details]
Meenaghan, T.; (2002) 'Advertising in Ireland' In: Meenaghan, T.; (eds). More Advertising Worlwide. Berlin: Ingomar Kloss, ed. Springer. , pp.116-134 [Details]

Peer Reviewed Journals

Meenaghan, T.; (2003) 'From Sponsorship to Marketing Partnership: The Guinness Sponsorship of the GAA All-Ireland Hurling Championship'. Irish Marketing Review, 15 (1):3-23. [Details]
Meenaghan. T, Wolfe, R and O'Sullivan; (2002) 'The Sports Network: Insights into the Shifting Balance of Power'. Journal of Business Research, 55 (7):611-622. [Details]
Meenaghan T. and O'Sullivan; (2001) 'The Passionate Embrace-Consumer Response to Sponsorship'. Psychology and Marketing, 18 (2):87-94. [Details]
Meenaghan, T; (2001) 'Understanding Sponsorship Effects'. Psychology and Marketing, 18 (2):95-122. [Details]
Meenaghan, T; (2001) 'Sponsorship and Advertising ' A Comparison of Consumer Perceptions'. Psychology and Marketing, 18 (2):191-215. [Details]
Meenaghan T. and O'Sullivan, P.; (1999) 'Powerplay-Sports meets Marketing'. European Journal of Marketing, 33 (3/4):241-249. [Details]
Meenaghan, T., and Shipley, D.; (1999) 'Media Effect in Commercial Sponsorship'. European Journal of Marketing, 33 (3-4):328-347. [Details]
Meenaghan, T.; (1998) 'Current Developments and Future Directions in Commercial Sponsorship'. International Journal of Advertising, 17 (1):3-28. [Details]


Research Interests

Commercial Sponsorship
Consumer Effects models, Image transfer models, Effectiveness measurement, Social and Economic impact of sponsorship

Marketing Communications
The changing marketing communications landscape, Agency/Client relationships. The future of advertising, Analysis of how advertising works, Effectiveness measurement, Brand image development, Image transfer models in Advertising; Advertising to children, on-pack Communications

The Marketing of Sports
Network Theory, Economic Analysis, The International Sports Industry – an Analysis, Changing Sports market trends