Paralympics Ireland’s Aspire Programme supported by Deloitte returned for its second weekend from 28 – 29th of June, placing the spotlight on media and sponsorship skills to support the holistic development of emerging Para athletes. Held at the Sport Ireland Institute and Crowne Plaza Blanchardstown, the camp built on the foundations of the inaugural session, focusing this time on how athletes present themselves beyond competition.
The weekend featured expert-led workshops designed to help athletes navigate the communications and commercial aspects of elite sport. One of the standout sessions, “Telling Your Story: How Athletes Can Connect with the Media,” was delivered by veteran sports journalist Cliona Foley. With decades of experience covering athletes on national and international stages, Foley guided participants through the principles of compelling storytelling, highlighting the importance of clarity, confidence, and authenticity when speaking with the press.
Athletes explored how to communicate their journey with confidence and authenticity while learning practical interview techniques. Another standout session, “Inside the Sponsorship Game,” was facilitated by Marisa Kennedy and featured a panel from leading Irish sports management and marketing agency Navy Blue. The panel featured Neal Cummins, Director of Communications at Navy Blue; Gemma Kenny, Head of Operations and Talent Manager; Jordi Murphy, Player Agent (Sponsorship) and former professional Irish international rugby player; and Fiona Coghlan, Client Services lead and former Irish women’s rugby captain. Together, they offered valuable insight into what brands seek in athlete partnerships—from personal values and professionalism to media presence and marketability helping athletes shape authentic, commercially appealing profiles aligned with both sporting and branding goals.
Another insightful session, “Building a Social Media Profile,” was delivered by Maryssa Beale, Social Media Lead at Deloitte Ireland. Maryssa guided athletes through the essentials of crafting a strong online presence, emphasising the importance of clear messaging and consistent engagement. Her practical tips helped participants understand their audiences, showcase their stories positively, and use social platforms strategically to build a professional and impactful personal brand.
A standout moment of the weekend was a fireside chat with Paralympians Colin Judge and Kerrie Leonard, who shared their experiences navigating both high-performance sport and the worlds of media and sponsorship. They spoke candidly about the challenges and opportunities they’ve encountered both within their sports and in front of the camera and how learning to tell their story with confidence and clarity helped shape their public profiles. Their insights underscored the importance of self-belief, staying true to one’s values, and strategic communication in building a sustainable and impactful sporting career.
On Sunday, athletes experienced a live mixed zone simulation, mirroring the real post-competition media environments found at major events. The hands-on experience gave participants the chance to apply their learning in real time, practicing clear, composed responses in a press-style setting.
As with all Aspire weekends, the programme combined technical growth with self-reflection and personal development, reinforcing its goal of supporting athletes not only in their sporting careers but also as confident, well-rounded individuals prepared for all aspects of high-performance sport.
About the Aspire Programme: The Aspire Programme is a leading initiative in athlete development, focused on empowering the next generation of Para sporting talent across Ireland. Through immersive camps, mentorship, and holistic education, the Aspire Programme aims to equip athletes with the tools they need to in their sporting careers and beyond.The programme is proudly supported by Deloitte, helping the next generation of Irish para-athletes to see the possibilities and the impact that they can make. Deloitte is an official partner to Paralympics Ireland.
