A new survey published this morning has revealed that 74 per cent of Irish adults hold some level of interest in Women’s Sport.
Talent Reframed has been carried out by sponsorship consultants ONSIDE for sports marketing agency, Line Up Sports.
37 per cent of the population showed strong levels of interest in women’s sport, climbing to 40 per cent among female respondents, while Olympic sports were identified by women in Ireland as the sport of particular interest to them.
The new research found that 87 per cent of all Irish adults expressed some level of interest in sport in general, with Olympic Sports scoring particularly high with a fanbase of over 1.8 million Irish adults.
“One striking take-out from the trove of data gathered in this research was the emerging regional gaps in interest in Women’s sport,” said Onside CEO John Trainor.
“Those living in Dublin displayed significantly higher interest than those in other regions – over 8 per cent higher in Dublin than the rest of Leinster for example.”
The study also highlighted the increasing collective reach, appeal and level of influence of Ireland’s female sporting talent.
Line Up Sports who commissioned the research, include Kellie Harrington, Annalise Murphy, Nikki Evans, Sene Naopu, Jacqui Hurley, Jessica Harrington and Rachel Blackmore among those they represent.
The Onside research found that 58 of Irish adults immediately recognised members of this collective of sportswomen, with 42 per cent stating that the female stars were people that they personally admired.
On the business side of the sports ambassador market, 52 per cent of Irish adults think that aligning with sports ambassadors is a good idea for companies.
Brands planning for 2021 will also take interest in the fact that 30 per cent of Irish adults would be more likely to buy a product or service if a sports personality that they admire endorses that product, jumping to 53 per cent among Gen Z adults aged 18-24.
It isn’t a surprise to see our female talent scoring so highly in Ireland in terms of recognisability, admiration and trust when you look at the calibre of athletes we have representing us on the global stage,” said Rebecca Evans, Head of Partnerships at Line Up Sports.
“Coupled with their athletic success, these women have become role models in our society with likeable personalities capturing the public’s attention and continuing to drive interest.”
“We as a country are incredibly proud and supportive of our sporting talent on the world stage. By following our sportspeople’s journeys both through the lens of the media and behind the scenes on social media, people truly feel connected and a part of the journey.”
“There will be great excitement nationwide in the build-up to Tokyo next summer and hopefully a World Cup.”
“The Talent Reframed study has delivered essential data that displays the true footprint and influence of some of Ireland’s top male and female athletes, providing a competitive edge for brands reframing how they approach athlete partnerships in what will be a whole new world for sport next year,” concluded Trainor.
Sport for Business Partners
