The Irish sponsorship market is set to rise by 12% in 2015 to a figure of €152 million according to a survey of sponsors conducted by Onside Sponsorship.
Banks, retail and professional services firms are being suggested as the source of much of the growth which will build on a 9% increase in sponsorship in 2014.
Lifestyle Sports investment in Connaught Rugby and M&S’ first sponsorship in Irish sport with Munster Rugby were highlighted as evidence of a growing trend towards partnerships in retail.
47% of sponsors increased their spending last year and 61% of rights holders reported that they had seen an increase in what they were able to secure through sponsorship.
3 out of 4 sponsors surveyed felt that 2015 would also see an increase in their investment across sport, music and festivals.
AIB was credited as a strong performer for its revitalised GAA Club while Guinness and Heineken were also to the fore in positive peer commentary.
All three have played an active part within the Sport for Business community over the past 12 months and will be so again in 2015.
50% more major sponsors see the Rugby World Cup later this year as an opportunity to engage with customers than was the case with the FIFA World Cup in 2014, a measure of the importance of having an Irish team involved.
37% of those surveyed also saw growth in hospitality as likely over the next 12 months, following a long period when that aspect of sponsorship was underplayed.
“Sponsor priorities in 2015 will include smarter ways of unlocking the full power of content with digital and social distribution at the fore,” said John Trainor of Onside Sponsorship.
“There will be more micro targeting and personalisation against bulls-eye fan groups and local communities, and heightened attention on sponsors’ positions around the rights and wrongs of who or what they sponsor.”
Image Credit: Guinness Pro12
