The University of Limerick hosted the second annual Sports Tourism in Ireland Conference this week, a collaborative initiative between Sport for Business and UL, held on Tuesday, April 29.

The event convened a diverse assembly of Irish and international sports executives, athletes, and tourism professionals to deliberate on Ireland’s burgeoning role as a premier destination for global sporting events.​

Spotlight on Ireland’s Hosting Potential

The conference featured a series of insightful sessions, including case studies of recent events hosted in Ireland and discussions on the criteria international federations consider when selecting host cities.

Keynote speakers included Ian Adamson, President of World Obstacle; Dan Wood, Co-Founder of World Freestyle Football; and Donn O’Sullivan from Limerick County Council.

Olympian Thomas Barr and Paralympian Roisín Ní Ríain also shared their perspectives on what constitutes an exceptional host city from an athlete’s viewpoint. They spoke about their lives and careers as athletes competing on the world stage in a very engaging chat on stage with Rob Hartnett, the founder of Sport for Business.

Ian Costello, the Interim Head Coach and soon to be General Manager at Munster Rugby spoke with real feeling about the values and the alignment that the club operates by, the decisions they have made to remain true to them and plenty more.  It was a discussion that will live long in the memory of those that were there.

Knowledge Sharing and Networking

Attendees benefited from ‘Knowledge Bursts’—short, focused presentations—on the organisation of events such as the IFAF European Flag Football Championship with Liam Ryan and the ECU European Schools Championships with Desmond Beatty.

 The Shannon Region Conference and Sports Bureau also presented to a group of their sports ambassadors, highlighting the region’s capabilities in hosting large-scale sporting events. ​

Limerick’s Growing Reputation

Limerick’s position as the conference venue underscores its rising prominence in the international sports arena. The city is set to host the 2025 European Dodgeball Championships, welcoming over 600 athletes from 21 countries, and the 2025 Atlantic Youth Touch Cup, which will feature more than 700 athletes from across the globe. ​

“It is not only a pleasure to host this gathering but also an opportunity to build on the success of recent years in presenting the campus and the city as an international venue for sports events of real scale and impact,” said David Ward of UL.

Economic and Cultural Impact

The influx of athletes, officials, and spectators for these events provides a significant economic boost to the region, benefiting local businesses and enhancing Limerick’s cultural vibrancy.

Looking Ahead

“With Ireland set to host major events like the Ryder Cup in 2027 and the UEFA Euro 2028 matches, the insights and connections fostered at this conference are poised to play a crucial role in shaping the country’s sports tourism strategy,” said Rob Hartnett, Sport for Business founder.

“The University of Limerick’s state-of-the-art facilities and the collaborative efforts of stakeholders position it as a central hub for future international sporting events.”

“We were asked on the day to turn this into something more than a meeting of minds and that is what we will do, helping Ireland and the sector continue delivering on the world stage.”

Further Reading for Sport for Business members:

Check out Sport for Business coverage of Sports Tourism

 

SPORT FOR BUSINESS PERSPECTIVE

A great combination of an organisation doing what it does, serving the needs of athletes, and winning on both sides.

WHAT’S UP NEXT?

Planning has begun already for the third annual Sport for Business Sports Tourism Conference in partnership with the University of Limerick.  It will take place in the Spring of 2026.

MEMBERSHIP AND EVENTS

UL, Munster Rugby, Aer Lingus, and the Aer Lingus College Football Classic are among the 300+ members of the Sport for Business community, which 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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