In our initial report yesterday on the Onside Sports Impact Monitor, in partnership with Sport for Business, we examined the popularity of various sports and how Gymnastics, Padel, and Motor Sports had gained in terms of perception among sponsors.

The research also points to broader strategic shifts. A resounding 93% of members agreed that investment in sporting infrastructure is critical to unlocking future opportunities, particularly around Ireland’s ability to host high-profile international events.

When it comes to sponsoring venues, there is no clear preference between dedicated sports venues or mixed-use facilities; 47% of respondents expressed interest in either option.

In an increasingly competitive sponsorship landscape, emerging sports are viewed as a valuable differentiator.

Over three in five members believe investing in these categories is an effective way to connect with new audiences, while 59% say it’s a smart route to stand out from the crowd.

While enthusiasm for brand ambassadors has declined slightly, with overall agreement dropping by 6%, 85% of members still see sports personalities as an effective way to endorse a brand.

Half of all sponsors say they would consider working with a brand ambassador over the next one to two years.

The findings underscore the continued strength of traditional sporting pillars while also highlighting a clear appetite among sponsors for innovation, diversification, and a more holistic approach to connecting with fans and communities across Ireland.

Sport for Business will continue to explore these trends and the evolving shape of sports marketing in Ireland with our members in the months ahead.

We asked the audience about their interest in sponsoring Women’s Sport, properties in the Sport for Social Good space and those in the children’s and family space and will reveal those results publicly at the three events we have, focusing on each of those areas in the second half of 2025.

 

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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

MEMBERSHIP AND EVENTS

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.  

Find out more about becoming a member today.

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