Adrian Hirst is a Browns Bay local and Brand Marketing Director for Lion. In this capacity, he supports a local St Patrick's Day Charity Golf Classic that’s happening this month (for the 33rd year in a row) and is raising funds for local secondary students to go on the Outward Bound Mind Body & Soul course. Adrian is originally from the UK, moving to New Zealand after university and settling on the North Shore, first spending some time in Milford, then Rothesay Bay and Browns Bay, where his family has been for 20 years. He is a proud father to two daughters who have both now progressed to Westlake Girls via Browns Bay Primary and Northcross Intermediate. Adrian gave Channel Mag an inside look into his busy life as a marketer, explains the Guinness partnership with the StPatrick’s Day Charity Golf Classic (one of the longest associations globally!), and talks about his passion for music.

Channel Magazine: What is your role at Lion and how was it that you became involved in the St Patrick’s Day Charity Golf Classic? What is the connection between Lion and Guinness?

Adrian Hirst:I’m currently Brand Marketing Director at Lion. I’ve worked with international business for a number of years while at Lion and specifically with the Guinness owners, Diageo, over most of my career. Lion and Guinness have enjoyed over 40 years of partnership in New Zealand and Australia. I think my introduction to the St Patrick’s Charity Golf Classic was in 2003. Philip Doyle (Diageo) and energetic tournament organiser and trustee Gary Monk introduced me to the trust and its vision. I witnessed first-hand what the trust has achieved by attending myfirst tournament and hearing from two students who had been beneficiaries.

CM: How long has Guinness been sponsoring the tournament and does the brand sponsor any other sporting events in New Zealand?

AH: Although that was none of my influence, I’m very proud to say that Guinness was one of the founding sponsors of the tournament and I’m sure that it would still have been so if I was in the chair at the time. Outside of the British & Irish Lions’ tours to New Zealand, this is the sole sporting event we sponsor for Guinness and one which is instilled as a priority on every new Guinness brand manager. As a 33 year sponsorship, this is one of thelongest sporting associations Guinness has globally.

CM: Guinness and golf are an interesting combination… what was the catalyst for this partnership and how has it endured?

AH: You could say that it’s a perfect combination, as both take time and patience to be great! Aside from the obvious connection to Ireland’s national day, golf sponsorship is not high on the list of brand priorities but what makes this sponsorship so obvious for us is the alignment of the Trust’s fundamental purpose with the very heart of the Guinness brand essence and its founder, Arthur Guinness, who is as recognised for his signature stout as he is for his philanthropic acts. It’s a privilege to be able to support such a worthwhile charity. For myself and the brand team at Lion, we get to know the trustees and see the significant and selfless amount of work that goes into making the event the success it is year after year. It's this that'scemented our enduring partnership.

CM: There will be around 180 players participating in the tournament at North Shore Golf Club this year. What is it about the event that brings the players back year after year?

AH: Some will say that they come back for the whitebait fritters at lunch or the cold pint of Guinness in the club house and the great ‘craic’ throughout the day. I think that the event has found that magic balance of creating a fantastic event where everyone feels like they play a part. It's competitive and social, inclusive for business colleagues and friends alike and presents an opportunity for every individual to give something back to theircommunity.

CM: What changes have you seen over the years of your involvement?

AH: Every year we recognise familiar faces and celebrate new ones who have just completed their first Golf Classic. With the Classic now open to a wide range of teams, it's fantastic to see numbers grow and demand forplaying as high as ever.

CM: The tournament is run exclusively to raise funds for the St Patrick’s Day Charity Golf Trust, which sponsors year 11 and 12 students to attend Outward Bound. Is this kind of support something that fits with Lions corporate values?

AH: Absolutely. Lion has a number of specific charities which we support including Heart Kids, SPCA and the Red Cross. In addition, to our corporate charities we also have a number of charities which individual brands support where there is strong brand alignment (e.g. Speight’s andMovember).

CM: Over the years the trust has been a last port of call to provide financial assistance to individuals in need. Did any one of those recipients in particular, leave an impression on you?

AH: For many years, recipients of financial support for a place on Outward Bound’s Mind Body & Soul course have been invited back to the evening awards dinner to share their experience with everyone. It's at these moments that I’ve often found my eyes a bit blurry and a lump in my throat when I hear how much of a positive impact we have made to a life. It’s a great time for reflection and I know there are over 150 other people in the room at thattime feeling exactly the same.”

CM: What’s the best score you have achieved at the St Patrick’s Charity Golf Classic?

AH: I’m a terrible golfer to be honest and I would have greater picks of my worst score. Time is not on my side when it comes to getting some practice swings in, but those odd moments of greatness in a round keep me coming back for more. I always feel that my golf makes the rest of the team feel likethey are achieving!

CM: You have a passion for music. What do you play and why do you enjoy it?

AH: Aside from work and family, I do have a passion for music which I got through an educational upbringing and playing in London. I’ve been lucky to direct a few musicals in my past and play trumpet, both classical and jazz in some great venues. Music gives me the chance to be creative and have a lot of fun. These days, however, my musical fix is largely in supporting mydaughters with their own musical pathways.

CM: You're a Shore person. What do you love about living north of the Harbour Bridge and the community in general?

AH: No matter what the day, leaving the city behind and crossing the bridge is a clear mental separation for me (as much as physical). There is still a basic human connection I feel on the Shore; we take time to say hello on the street, to get out and support local businesses and socialise in our backyard. Of course, like so many, we enjoy an outdoor family lifestyle and the abilityto drop down onto a local beach within minutes of our door.

Thanks Adrian! The 2021 St Patrick's Day Charity Golf Classic is being held at the North Shore Golf Club on Friday March 5th. For more info visit www.stpatricksgolftrust.co.nz