Irish sponsorship market valued at €224m after 10% boost in 2019

Extra.ie, 5 November 2020 (George Morahan)

Onside predicts that the value of the market will increase just 8% to €242m this year due to an expected decline in the number of companies planning to increase their sponsorship spending.

Only 38% of sponsors surveyed said they were planning to increase spending this year, with 16% planning to decrease spending, following a decade in which sponsorship spend in Ireland increased 80%.

‘As we enter a new decade, it is clear the sponsorship marketplace is in a state of flux due mostly to social, technological and economic changes impacting all forms of business and marketing and, in particular, causing dramatic upheaval in the sports sector, which accounts for more than two-thirds of all sponsorship euros,’ Onside CEO John Trainor said.

‘Sponsors and rights holders in Ireland are showing a more cautious set of plans for 2020, with for example 53% open to buying a new sponsorship asset in the year ahead, compared with 79% just two years ago.

‘46% of Irish sponsors will hold the line on spend this year, while 38% of sponsors are considering increasing spend and 16% will be decreasing spend this year, showing levels of fluctuation last seen in 2015.’

Onside pointed to banking and financial service, healthcare, energy and technology as the key drivers in spend for the year ahead, but seven in 10 sponsors looking for new deals would be looking in the sports industry.

The GAA retained its position in offering the best ‘value for money’, with e-sports and sustainability/the environment being seen to provide the strongest areas of opportunity in 2020.

Katie Taylor, Shane Lowry and the O’Donovan brothers are the top three most marketable personalities. ahead of the likes of Rhys McClenaghan, James Ryan, Rory McIlroy, Rory Best, Ellen Keane and Johnny Sexton.