Results Revealed of Sponsorship Survey

Last week’s ‘Who Won Sponsorship 2019?’ event at the Aviva Stadium brought together a strong group of industry professionals to look back on the year and the decade in sponsorship.

Onside undertook two pieces of research, the first among almost 150 marketing professionals across the sector and the second among 1,000 individuals representative of the overall population.

Last week we revealed that the winning sponsorships of the decade were AIB for the GAA Club Championship among the professionals and Guinness as an overall brand among the general public.

The others to feature in the public category were Vodafone, Heineken, Lidl, Three, Aldi, Bank of Ireland, AIB, Aviva and Aer Lingus.

There is a natural recency bias when looking back over a longer period of time but among those who were also mentioned were two brands that no longer exist in O2 and Meteor.

Of the 24 properties that were mentioned in the Decade research, eight were in Rugby and eight were in Gaelic Games. Three were for Venue sponsorships and three were from outside sport with the Electric Ireland Darkness into Light Campaign and the Vodafone Comedy Festival appearing alongside Supervalu for Tidy Towns.

In terms of sponsorship effectiveness 2019 was deemed by 38 per cent of professionals to have been more effective than the previous year while the Decade was seen by 80 per cent as being more effective with 14 per cent or one in seven seeing at as about the dame and only six per cent marking it as less effective.

You can get more detail from the different surveys, including scores for the effectiveness of global and local sponsors at the Rugby World Cup in the research, by contacting ONSIDE at info@onside.ie

 

 

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