ONSIDE is a pioneering management consultancy specialising in research, advisory, and strategic sponsorship management services across Europe. With unpanelled expertise in independent insights, negotiation, activation management, evaluation and analysis we bring synchronised intelligence and objectivity to deliver deep competitive advantage.
Our clients see us as partners working with them to elevate their business performance and get the best possible return on their investment. From developing new strategies, to managing inspired activation, to designing breakthrough evaluation models, we deliver highly advantageous outcomes through better built relationships.
MEET OUR TEAM
As the founder and CEO of ONSIDE, John started the business in 2005 and has created one of Europe's leading Sponsorship Consultancy firms. He has more than 15 years’ experience of working with sponsors and rights holders across multiple sectors and platforms, influencing over €50m of sponsorship spend annually through his work in Ireland and Europe with many of the world's biggest and best brands. Recognised as a leading authority in his field, John is a recipient of a Fellowship from the Marketing Institute of Ireland for his contribution to the industry in Ireland, is a regular guest speaker and judge to major industry events in Ireland, Europe and North America, and served as the representative Irish Board Member of the European Sponsorship Association for a decade.
Michael Whelan is a Senior Consultant at ONSIDE. He brings to the consulting team a breath of experience in particular from his career at Diageo, where he had lead responsibility for one of Ireland’s largest combined sponsorship portfolios. He has worked on brands including Guinness, Budweiser, Carlsberg, Baileys and Smirnoff, managing a range of significant 7 figure sponsorship and commercial partnerships over the past two decades. His vast experience includes working on many pioneering sponsorship projects across diverse assets from Rugby World Cup, to Ryder Cup, and GAA All Ireland Championships to over 50 regional festivals in Ireland.
John has responsibility for strategy, marketing, business and organisational development with specific focus on commercialising opportunities internationally at ONSIDE. A highly experienced commercial professional, John has led multi-functional teams in multi-national and US firms. As Sales and Marketing Director in Liberty Insurance he developed and led the award-winning brand and market entry strategy. Previously he was Country Manager and Retail Director in Shell Ireland. He has consulted on a range of strategic and commercial projects across multi-sectors.
Virna manages the research division in ONSIDE and is responsible for the development and delivery of our research, data and proprietary suite of tools. She continually strengthens ONSIDE’s goal of supporting decision making in our markets around sponsorship with confidence. Her previous experience included a leading role in the Research function for Bose Corporation in North America, influencing product development and shaping business strategies across key markets.
At ONSIDE, James manages the breath of solutions offered to clients across the full sponsorship cycle. James is a highly-experienced marketing and communications professional specialising in the sports and entertainment sector with sixteen years’ experience in the industry. Previously, James managed integrated marketing programmes for brands across multiple sectors, most recently, Digicel and its ground-breaking partnerships with Usain Bolt, the Caribbean Premier League and Chelsea F.C.
Eithne oversees ONSIDE’s financial and HR operations. Since 2005 she has been building systems and processes to shape the financial management aspects of the business. More recently, Eithne has assumed the mantle of driving the HR and culture function within the business. People are Eithne's passion and she brings a strong point of difference to ONSIDE's operations ensuring our teams are empowered to become the best that they can be, while supporting them in their day to day role.
Andrew is based in Northern Ireland and is a Chartered Marketer with almost fifteen years’ experience in the planning and delivery of multiple strategic marketing and online programmes. He has a Masters in Marketing, Post Graduate diploma in Public Relations and another in Digital Marketing. Andrew has held various Marketing Management positions from Quinn Group to Liberty Insurance, O’Neills Sportswear to operating his own Marketing consultancy. He has proven expertise in the formulation and execution of marketing strategies, plans and campaigns for a range of clients across NI – large privates, SMEs and charities. Andrew adds further expertise to the team as ONSIDE diversifies and repurposes its offering.
Rachel is a seasoned executive with over 20 years' experience in intelligence and insights generation across public and private sector organisations. She works across a range of ONSIDE client sectors including telecommunications, auto, drinks and financial services. Rachel specialises in the desk and quantitative research side of the business and brings specific expertise to our project work in complex data modelling and analytics. She is a member of Mensa and is well placed to champion ground breaking insights across our sponsorship evaluation projects. She is also lead developer of our long established bank of global best practice thought leadership.
A recent graduate of Smurfit Graduate Business School, Owen has joined ONSIDE to support the Insights Team with research and intelligence operations. With degrees in BSc Marketing, MSc Digital Marketing and a passion for quantitative, qualitative research and all things sport, Owen will help grow the Insights Team’s capabilities while also developing an expertise in sponsorship marketing and honing his skills in a client-facing environment.