An annual survey of the Irish sponsorship market has revealed that the sum spent in 2012 was €123 million, a slight drop on 2011 and down 8% since a high point of €133 million in 2009.  The figure covers all forms of sponsorship from the arts and broadcast through to sport which remains the largest single sector.
The forecast for 2013 among those interviewed by Onside Sponsorship was for a return to growth with more companies expecting to increase their spend in the sector as opposed to decreasing.
Sporting personalities remained those with whom sponsors would most like to be associated.  Katie Taylor climbed from second last year to top spot now following her Olympic Gold.  Brian O’Driscoll and Jonny Sexton, first and third last year dropped to second and fourth despite Leinster’s Heineken Cup triumph.
It is hoped they will remain prominent this season through the Lions Tour and a possible Amlin Cup final in Dublin on the eve of the Heineken Cup final. Leinster exited the premier competition yesterday after Munster pipped them to the best group stage runner up place.
Rory McIlroy climbed from fourth to second in the wish list though the nature of his deal with Nike over the next four years means that is likely to be wishful thinking rather than part of any strategic brand plan, at least in the short term.
Derval O’Rourke and Bernard Brogan featured on the list this time last year but Donegal manager Jim McGuinness was the only other sporting name this time around with others drawn from the arts, modelling ad entertainment worlds. Actress Saoirse Ronan was the top places of the non-sporting celebrities in fifth place.
Social media and sales promotion are expected to feature more prominently in sponsorship campaigns over the next twelve months as a greater emphasis emerges on activation rather than rights as an area in which increased expenditure is likely.
This will be embraced by rights holders who will regret any small decrease in the up front payment for headline sponsorship but who will quickly recognise that an integrated campaign across multiple channels will improve visibility of their sport, engagement with their core and potential fan base, and increase the value of their sport in terms of future deals.
The four sectors perceived as being likely to invest more this year in sponsorship are the airline, betting, energy and retail sectors.
During the month of February, Sport for Business will take a closer look at these four sectors, at the main existing players from them involved in the sponsorship market and at where growth may be possible for sporting rights holders.