Sponsorship Rises to 18% of Marketing Spend

 Boosted by new opportunities such as the Women’s Rugby World Cup and ‘sponsor switching’ on some of Ireland’s larger sponsorship assets, the Irish Sponsorship market is expected to grow by 6% to €173 million in 2017, according to the annual Onside Irish Sponsorship Industry Survey from sponsorship consultants Onside.

Ahead of expectations, 2016 saw the Irish Sponsorship market grow 9% to an estimated €163 million investment, as an unprecedented 3 in 4 sponsors increased investment in sponsorship last year. The ONSIDE annual review estimates that sponsorship is now attracting 18% of total marketing investment, up 4% in the past 2 years alone.

“Sponsorship spend will continue its annual growth trend in 2017, with more than half of sponsors planning to up their investment in sponsorship this year, and 3 in 4 rights holders targeting an increase in year on year sponsorship revenues,” according to John Trainor of Onside.

Read more about Sponsorship Research on Sport for Business

Banking, supermarkets/retail and telecommunication sectors have replaced airlines as the ones to watch in terms of hot sectors for heightened sponsorship spend in 2017, while sponsorship platforms that topped the list in terms of expected growth potential were Rugby, GAA, and venue naming rights.

Investment in cause and education / schools based sponsorship is also expected to gain heightened attention in 2017 according to the Onside survey.

Vodafone’s partnership with the IRFU was identified by the research with industry professionals as the best sponsorship of 2016, while Sponsors recognized the IRFU, Live Nation and the GAA as the top rights holder of the year.

For the first time, Conor McGregor was identified by the industry as being the No.1 most marketable personality for brands in 2017, with other stars rising in the Onside research including Robbie Henshaw, Annalise Murphy and Joe Schmidt.

Read more about Conor McGregor and the business of the MMA on Sport for Business

The top 3 areas of innovative marketing that Irish sponsorship practitioners think will provide the best opportunities for brands to activate their sponsorship(s) in the future are influencer marketing, live streaming and big data.

YouTube emerged as a Top 3 social media channel for 2017, which Trainor believes indicates “Irish sponsors are increasingly looking to activate through dynamic media such as live-streaming and video content. Finding the right ‘digital influencer stars’ for your brand and better ways to use data and unlock real insights to target and engage fans is also set to evolve to new levels in 2017”.

In terms of the sponsorship potential afforded by the landmark Women’s Rugby World Cup event in 2017, 6 in 10 Irish sponsors see the global event as an opportunity to engage with their consumers, compared with 45% that saw the 2016 Olympics as a business opportunity for them last summer.

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