TritonLake CEO, Conor Smyth, on how to maximise partnerships within elite sports

TritonLake is a boutique placement agent for private and alternative fund managers, established in 2017 and with offices in New York, Texas, and Dublin. The firm’s growth has been greatly stimulated by its partnership with the Ireland Men’s and Women’s Rugby Sevens teams. We spoke with CEO and Founder Conor Smyth, to hear more about TritonLake’s sponsorship ambitions and his own tips on how to maximise returns when partnering with a national sports team.  

I was at the Hong Kong Sevens in 2018, where the Ireland men's team were looking to qualify and become part of the Seven Series. It’s played across ten different locations around the world: Dubai, Hong Kong, Singapore, Los Angeles, London and so on. They failed to qualify in 2018, but it planted the seed in my head that this could be an interesting piece of sponsorship property to look at when they do qualify given the geographies involved. We’re a financial services business, and those cities I just mentioned are key financial centres. Those ten locations would be key cities as we grow a global network of investors.