Rory Best Onside with Onside

Rory Best has been unveiled as joining the Onside Sponsorship Senior Advisory panel as they publish new data on the public’s anticipation for the Rugby World Cup into which he will lead Ireland.

56 per cent of adults in the Quarterly Onside Sponsorship Monitor have expressed interest in the landmark with 30 percent of the same adult population revealing high levels of anticipation.

The tournament gets underway in nineteen weeks and with the Heineken Champions Cup concluding this weekend and the Guinness PRO14 over the following two, the stage will then be clear for the media and sponsors to focus on events in Japan.

“Our most recent research found 57 per cent of Irish adults are asking for sponsors to go beyond putting their name on something and to interact with fans in more creative ways,” said Onside Sponsorship CEO John Trainor.

“Now, more than ever, fans want sponsors to help them experience real, rather than digital, life experiences through their sponsorships, and sponsors that really understand this will get an advantage in this increasingly competitive space, particularly those reaching out to young adults.”

The early three months of the year around the time of the Guinness Six Nations are a strong period for the sport and that followed through in Onside’s Quarterly monitor with Guinness and Vodafone topping the table of sponsors ‘most admired’ by the public.

Aldi have also featured strongly in the report with their rugby activation among children resonating well.

Irish Rugby Captain Rory Best, will join GAA star Joe Canning and Jon Long, former head of strategy at the International Cricket Council in an advisory role with Onside.

In this new capacity, and after the Rugby World Cup, he will join the team working on discovering and translating insights around how sports and sponsorships impact sponsors businesses and brands and those of sports organisations and personalities.

“As I look ahead to my time post playing rugby for Ireland and Ulster, I’m extremely excited to get behind the Onside team to help their ambition to develop world-class solutions in sports intelligence,” said Best.

“Onside has already built a strong reputation for itself in the sponsorship game and I can identify with how this unique data-driven approach can play an important part in the future of sports business in the decade to come.”

“We are delighted to welcome Rory as a strategic advisor at Onside,” added Trainor.

“His perspectives in particular in Rugby and Leadership are exceptional, and he will be an important part of the expert advisory team we are building to make game-changing impacts on the outcomes of our client’s strategies and investments.”

Watch out over the summer for a new initiative between Sport for Business and Onside sponsorship aimed at delivering greater insight which will help our members best understand the changing dynamics of sports sponsorship and marketing in Ireland.


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