Sponsorship in Ireland is expected to break through €200 million in value for the first time in 2018 according to a new report from Onside Sponsorship.
This would represent a significant 12 percent growth on 2017 where the figure was €179 million.
Sport continues to dominate with Rugby and the GAA the two sports featuring as having the strongest appeal.
Vodafone’s sponsorship of the Irish Rugby team, AIB’s partnership with the GAA and Lidl’s with the Ladies Gaelic Football Association were highlighted by Onside as having the greatest popular appeal and cut through amongst the Irish public.
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The company’s annual survey of sponsors revealed 95 percent to be in agreement that the use of sporting personalities was a positive factor in enhancing a brand.
Katie Taylor won back her top spot as the most marketable personality having ceded that to Conor McGregor twelve months ago.
“The big challenge for sponsors is how to achieve cut-through in an increasingly cluttered environment,” said John Trainor, CEO of Onside Sponsorship.
“This needs to result in exciting and innovative activations for consumers.”
“Uncovering ways to cross over sports with other passion points and needs of people will be key to ensuring a more rounded and deeper engagement with fans and consumers.”
Join us on Thursday morning at the Marker Hotel for Breakfast with sporting and business leaders as we look ahead to the Sporting Year with Paraic Duffy of the GAA, Pat Keogh of Leopardstown Racecourse, Sue Ronan of the FAI, Diarmaid Murphy of the GAA and wirk Kelli O’Keefe of Teneo PSG delivering insight on the relationship between sport and the Irish public. Reserve your place here.
