Rugby has once again emerged as the most attractive sport for sponsors in Ireland, according to the latest Onside Sports Impact Monitor in partnership with Sport for Business.

Despite a 6% dip in sponsor sentiment compared to last year, the sport retains its position at the top of the table, underlining its continued commercial strength in the Irish market.

The annual study, conducted among Sport for Business members, tracks key metrics in the sponsorship landscape, offering valuable insights into how rights holders and sponsors view the evolving opportunities across sport.

The GAA, the Olympics, Golf and Athletics each had marginal declines, but all still scored 80% or higher in terms of sentiment, as did football, which maintained its appeal at that level.

Gymnastics saw a 22% surge in sponsor interest, fuelled by Rhys McClenaghan’s historic medal-winning performance in Paris, and record membership growth at Gymnastics Ireland.

Motor racing also experienced a notable 10% rise in attractiveness, continuing its upward trajectory in terms of fan engagement and sponsor potential.

Padel, the fast-growing racket sport, matched tennis for the first time in terms of sponsor appeal, with both sports experiencing a 9% and 5% rise, respectively.

Padel’s profile has been helped in part by the rollout of over 100 padel courts across Ireland. The sport’s expansion and accessibility are translating into real commercial interest.

Cycling is up 8%. Cricket, Badminton, and Boxing each increase by 7%, with Swimming, Horse Racing, Basketball, and Hockey also registering increases.

eSports and Ice Hockey have both registered on the list for the first time this year, with the former coming in with 37% of sponsors showing a net positive interest.

The report’s findings reinforce the dynamic nature of the Irish sports sponsorship landscape and highlight the growing value sponsors are placing on emerging sports and Olympic success stories.

Sport for Business will delve deeper into these insights with our members and explore what they mean for future campaigns and rights holder strategies over the coming months.

We also have material on the attitudes towards AI in sport, which we will share at our Future Proofing Irish Sport event on August 29th.

 

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WHAT’S UP NEXT?

Sport for Business is in planning for major events bringing together leaders in Irish Sport and Business across a range of subjects in the second half of the year.

On Thursday, August 29th we will host a special event looking at Future Proofing Irish Sport including the use of AI in sport. Then in September we will host our Annual Children in Sport Conference, in October, our Annual Sport for Social Good Event, in November a new event focused on Sustainability in Sport and in December our 12th Annual Women in Sport Conference.

Find out More about Our Sport for Business Events Programme Here

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Onside Sponsorship, as well as all the leading sporting and business organisations in and around the world of sport are among the 300+ members of the Sport for Business community.

This includes all of the leading sports and sponsors, as well as commercial and state agencies, individuals interested in our world, and an increasing number from beyond these shores taking a keen interest in Ireland.  

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