Artificial Intelligence, emerging sports, and investment in new infrastructure have emerged as key opportunities for the sponsorship industry in Ireland, according to the latest wave of the ONSIDE Sports Impact Monitor, conducted in collaboration with Sport for Business.

The insights, drawn from a survey of Sport for Business members in June 2025, reveal a sponsorship landscape marked by cautious optimism, ongoing innovation, and a renewed focus on connecting with audiences in new ways.

Last week, we covered the respective popularity among sponsors of each of the sports covered in the survey, referencing the growth in popularity of Gymnastics, Motor Sport and Padel among others.

Among the standout results, 7 in 10 industry experts see significant opportunity in the use of AI, while 56% express concern about data privacy and the risks of high-profile breaches, a reminder of the delicate balance between innovation and trust.

Despite this, half of practitioners are already investing in AI tools, and 56% of Sport for Business members see strong potential for AI to enhance sponsorship performance.

We will have further detail on the adoption of AI at the Sport for Business Future Proofing Irish Sport event taking place on August 29th in Dublin.

“The AI balancing act remains a hurdle for what is a sizable level of optimism around the use of the technology in sponsorship,” said Kim Kirwan, Director of Intelligence and Insight at ONSIDE.

“With challenges around standing out in the industry, those who unlock the use of AI effectively and securely will be well set for the future.”

That challenge is real. 65% agree it is becoming more difficult for brands to stand out in a crowded sponsorship marketplace, while 1 in 3 see increased clutter as a growing concern. AI’s ability to differentiate and drive smarter fan insights may prove crucial in addressing these concerns.

In parallel, the growing momentum behind emerging sports is clear. While Rugby, GAA and the Olympics remain the top-ranked properties for attractiveness, gymnastics, motor racing, and padel are now leading the charge in terms of growth in appeal.

62% of respondents agree that sponsorship of emerging sports — including American football, ice hockey and esports — is a strong way to connect with new audiences, with 59% noting it’s also an effective way to cut through the noise.

New sporting infrastructure also emerged as a hot topic, with 92% of respondents agreeing that investment in facilities will strengthen Ireland’s ability to attract and host major events.

Meanwhile, 89% believe sponsors have a key role to play in improving the fan experience at those events.

“We’re measuring a strong appetite for future AI implementation, particularly when it comes to developing fan insights and performance metrics,” said Rob Hartnett, Founder of Sport for Business.

“There’s also real enthusiasm around new infrastructure — something likely energised by the recent unveiling of Ireland’s first dedicated winter sports and entertainment arena in Cherrywood.”

The study paints a broadly positive picture of the sector: twice as many organisations have entered new sponsorships as have exited since the start of 2025, and 85% are optimistic about industry prospects over the next two years.

This marks the eighth wave of the ONSIDE Sports Impact Monitor since it was first launched during the pandemic in 2020. The full report has been shared directly with Sport for Business members who participated in the survey.

 

 

 

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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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