Sports sponsorship is a global business worth an estimated $60 billion in 2021. Each week we bring the Sport for Bussiness network a look at some of the biggest deals and trends that are continually reshaping the ways in which sport and commercial partners interact.
Today we highlight the sponsorship appeal of US Sport in Europe; bring you a rumoured change of airline partner at F1; highlight a new deal that Connacht Rugby partner Genesys has struck at a global level and more…
********
NBA IN EUROPE STRIKES CHORD WITH SPONSORS
The NBA played its latest European game in Paris last night with the Chicago Bulls and the Detroit Pistons playing in front of a packed stadium at the Accor Arena.
It was the first game played in Europe since January 2020 and mirrored the success of the NFL games in Europe.
There were 17 sponsors in total lined up to support the event, including Nike, American Express, Gatorade, Hennessy, PlayStation and Tissot.
The game was broadcast free to air on Canal+ in France.
********
RUMOURED CHANGING OF AIRLINE PARTNER AT F1
Our friends at SportBusiness reported this week that there was likely a change of airline partner in F1 with Qatar Airways believed to be ousting Emirates as the main airline partner.
The suggestion is that the revenue from the deal could double to nearly €50 million over the course of a five-year deal.
********
CONNACHT RUGBY PARTNER GENESYS ADDS FERRARI TO SPONSORSHIP PORTFOLIO
The Genesys logo familiar to Connacht Rugby fans will next year be seen in another slightly more high-octane setting with the news that they are to become a partner of the Ferrari F1 team.
The US Multinational company has a presence in the West of Ireland hence the local rugby agreement but it has a global footprint in 100 countries and obviously a sponsorship budget to match that.
It’s unlikely that will mean Charles LeClerc coming to the Sportsgrounds but there could be some nice activations for Connacht fans around Monte Carlo or Monza.
********
IRISH SPONSORSHIP VALUE TO HIT €212 MILLION IN 2023
Earlier in the week we carried the news from Onside’s annual report that Sponsorship value in Ireland this year is likely to hit €212 million.
The Irish sponsorship industry grew by 9 percent to reach €196m in 2022 and the 17th annual ONSIDE Irish Sponsorship Industry Survey estimates there will be further growth of 8 percent in 2023 to €212m, surpassing the €200m threshold first reached in 2018.
53 percent of sponsors intend to increase their sponsorship investment levels in 2023, broadly in line with 2022 expectations and 7 in 10 expect sponsorship spending across the wider industry to increase, compared to only 1 in 5 back in 2021.
********
SHAMROCK ROVERS UNVEIL NEW PRINCIPAL PARTNER
Shamrock Rovers has announced a new sponsorship agreement with Mascot Workwear to become the new Principal Partner and Front of Shirt Sponsor of the club’s Men’s first team for 2023.
The Denmark-based company is well established in Ireland and has one of the widest and largest ranges of workwear on the market.
The new partnership replaces that with 888 Bet which had been on the shirt front for the past two title-winning campaigns but which expired at the end of last season and had caused some unease among fans.
********
