About Us

BSI Entertainment Ltd (BSI) is an International sports marketing and entertainment company.  Based in Dublin, BSI provides Irish and International clients with sponsorship, marketing and management services. Our core product offering is based around purpose built sponsorship management software and digital solutions. We create and deliver online solutions to assist with the management, delivery, activation, evaluation of sponsorship and hospitality campaigns for major indigenous and international companies. 

Our Focus

  • Turning the global passion for sport and entertainment into a successful marketing and business platform for our Clients through new media and bespoke software applications.
  • Utilising our in-depth experience and international network in the field of sports, entertainment and media to guide clients through this specialist arena.
  • Developing compelling sponsorship campaigns that engages the target audience and invigorates the brand.
  • Building on the basic principle of ensuring all marketing programmes provide a tangible and measurable return on investment – we develop enduring partnerships with our Clients that focus on enhancing brand value and new business opportunities.

Who Are We?

  • BSI Entertainment Ltd (BSI) is an international, creative,  
    high-tech sports marketing and entertainment company.
  • For over 15 years BSI has represented a wide range of international rights holders and sponsors in sports premier echelons; Formula 1, MotoGP, World Rally Championship, Rugby, Football and Golf.
  • BSI’s experienced and accomplished management team is a valued resource for each of our Clients.
  • BSI’s success can be measured by the blue chip companies we represent across the sporting and entertainment spectrum.
  • We are driven by our passion to excel in this specialist field and have an enviable reputation for exceeding our clients goals and expectations, growing their brand and delivering new business opportunities.

Management Team


Russell Murphy
Managing Director & Founder

With over twenty years international experience in brand marketing, sponsorship consultancy, journalism and event management in Europe, the Americas and Asia. Russell has built a significant reputation for negotiating, creating, planning and implementing successful sports marketing and sponsorship campaigns for a wide range of multinational clients.

A graduate of University College Dublin, Russell holds a degree in Economics and an MBA from the Smurfit Business School. While at university, Russell ran his own motor sports company; representing and managing many of Ireland leading race drivers, events and sponsors.

Russell has worked with McConnell’s Advertising in Dublin and Grey Advertising in New York; developing and managing integrated campaigns for Clients in the FMCG, Leisure and service sectors, including Kellogg’s, PepsiCo, Irish Distillers, Ryanair, Mars and Walt Disney.

For 11 years, Russell was part of the management team behind the successful London based marketing agency, Benfield Sports International. After selling Benfield Sports to IMG, Russell returned home to Dublin to set up BSI Entertainment. As MD of BSI, Russell is now growing the business portfolio organically with a specific focus on the digital category and through acquisitions with his investment partners.

In his spare time, Russell can be found training for marathons, golfing, cycling and taking photos of sunsets in interesting places.


Mario Zachariou
Chief Technology Officer & Director

Mario is an inspiring technical director with a strong commercial approach to delivering digital solutions that meet our client's business requirements.

With A BSc in Mathematics from Manchester University and a passion for all things digital, Mario brings unrivalled personal and professional experience to each client. Having worked at Gap Gemini and Morse PLC, Mario has over 15 years’ experience designing, and delivering complex web-enabled applications for major Blue Chip companies.

Mario has undertaken and delivered business process analysis and architectural designs for major commercial internet products all over the world. In addition, Mario has successfully run his own IT consultancy business for a wide of multinational and domestic clients in the UK.

Mario excels in delivering Content Management Systems, both open-source and custom built, web development, Social Media Marketing, e-commerce and CRM solutions.

Mario is the Chief Technology Officer at BSI and has worked with Russell Murphy for over 12 years. Mario is the original architect of the highly acclaimed “BSI online” sponsorship management solution. Mario takes a leading role in delivering innovative, appropriate and cost effective technology solutions for all BSI clients.

Away from the office, Mario likes to partake in adventure races, AIKIDO, football and is a lifelong supporter of Birmingham FC.



Sponsorship Exploitation

The outright success of a sponsorship campaign is dependent on exploiting the rights to create a multi-dimensional marketing platform.
BSI is renowned for delivering compelling exploitation campaigns that stand out, endure and win over the target audience. It is our insights and ideas that set us apart.

BSI offers a comprehensive proven marketing service to integrate a sponsorship programme into the Clients communications campaign above and below the line. 

Key elements include:

• Market research
• Bespoke digital marketing campaigns
• Sponsorship rights activation
• Sponsorship evaluation
• Event licensing and merchandising
• Property creation
• Media Liaison
• TV and media production
• Bespoke video news release (VNR’s)


BSI Digital

We are digital marketers and IT professionals with a vast wealth of sponsorship experience. We bring unique insight and understanding to developing and activating compelling digital strategies for our clients.  After discussing and assessing our clients’ individual requirements; we deliver the most relevant, creative, insight-driven and measurable sponsorship activation solutions. 

Key Services include:

Click image above for BSI Online demo

Strategy & Planning

Based on over 40 years combined industry experience and knowhow, we host bespoke client workshops to analyse core brand and commercial requirements of sponsorship campaign. This enables a customised plan for clients to navigate the digital landscape and meet their objectives with the following:

• Digital Strategy
• Social Media Activation
• Workflow Planning
• Ongoing Analysis
• Project Refinement



We have a leading reputation with indigenous and multinational clients for delivering bespoke software solutions across all platforms/browsers to maximise the use and impact of all their sponsorship, hospitality and marketing assets. Core solutions offered:

• Hospitality and Ticketing Sites
• Guest Management Sites
• Sponsorship Asset Solutions
• Corporate Intranets
• Microsite Creation
• Media Sites


Hosting & Support

Working across the Financial, Telco, IT, Insurance, and Pharma categories has given us specialist experience in delivering reliable, highly secure, individual hosting solutions for a wide range of clients in multi markets.

We provide:

• Complete, secure custom online hosting and management solutions.

• Comprehensive, bespoke support and helpdesk service level agreements



Analytics make it possible to justify your digital marketing investment while also measuring and tracking efficiency and making sense of who’s engaging digitally, where and why.

Search Engine Optimisation (SEO) is an important, tactical component of an Integrated Digital marketing strategy, used to make and enhance a brand’s web presence on a search engine.

We will advise on the most suitable measurement tools for your campaign to maximise return on investment:

• Search Engine Optimisation (SEO)
• Google Analytics Reporting


BSI Online

BSI Online is a secure customised web-based management tool that enables companies to comprehensively manage their hospitality and sponsorship programmes.

It provides clients with a proven, user friendly, cost effective software solution that will revolutionise the way sponsorship, hospitality and ticketing programmes are planned, coordinated and executed.

It has been designed to assist companies, (sponsors, rights holders, agencies, federations and promoters) maximise the use of all their sponsorship assets and hospitality inventory on one portal.

Click here to view our demo.


  • With the exponential growth in the video game industry in recent years, BSI has developed a highly successful licensing division that leverages our extensive global network and contact base in the sport and entertainment arena.
  • Working closely with some of the largest  and world renowned video game publishers and developers, BSI has built an exceptional reputation for negotiating licenses with rights owners, Federations, regulatory bodies and multinational companies in the sporting and entertainment categories.
  • BSI also assists in the development of new game content and the creation of  exclusive intellectual property for leading publishers.

Event Management

  • Leveraging our broad experience in creating events and hospitality programmes for major international motorsport and football championships - BSI will advise and assist our Clients in the development, implementation, hosting and managing of bespoke events and customised hospitality campaigns.
  • BSI ensure that all events and hospitality programmes become an extension of the brand experience that leave lasting  impressions with their customers.
  • BSI has a proven track record in developing and delivering exciting new events and creative hospitality programmes to meet our client’s exact brief and budget.

Rights Negotiation / Acquisition

  • Having worked across all areas of the sports and entertainment industry, BSI will use its extensive experience to negotiate a rights package or acquire a sports/entertainment property for our clients.
  • All BSI negotiated contracts will deliver the most comprehensive set of rights, benefits and options for the Client to maximise the return on investment.
  • Our experienced Legal and Financial team ensure a fast, comprehensive and dedicated advisory service for Clients to negotiate and conclude contracts.

Contact Us

If you would like to discuss your sponsorship project or activation campaign with our accomplished team please contact us for an exploratory meeting.

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BSI Entertainment Ltd, House of Enterprise,
20 Fitzwilliam St Upper, Dublin 2, Ireland.

Tel: +353 (1) 6432313