Sponsorship Spend To Top €170m

23 Jan 2017 | 11.06 am

Sponsorship Spend To Top €170m

Onside’s prediction for 2017

23 Jan 2017 | 11.06 am

Boosted by new opportunities such as the Women’s Rugby World Cup and ‘sponsor switching’ on some of Ireland’s larger sponsorship assets, the sponsorship market in Ireland is expected to grow by 6% to €173m in 2017, according to sponsorship consultants Onside.

The agency said the market value increased by 9% through 2016 to an estimated €163m, Onside’s annual review estimates that sponsorship is now attracting 18% of total marketing investment, up four point in the past two years.

Vodafone’s partnership with the IRFU was identified by the research with industry professionals as the best sponsorship of 2016.

Industry insiders say Conor McGregor is the most marketable sports personality for brands.

Onside CEO John Trainor (pictured) commented: “Sponsors are looking to activate through dynamic media such as live-streaming and video content.  Finding the right digital influencer stars for your brand and better ways to use data and unlock real insights to target and engage fans is also set to evolve to new levels in 2017.

“A potential hurdle to the anticipated growth planned for 2017 is clearly the emerging implications of Brexit. That could become a short-term drag on investment in sponsorship, but longer term a real positive game changer for the industry.”

The first major new sponsorship deal announced in 2017 is Bord Gáis Energy replacing Etihad as a sponsor of the GAA All-Ireland Hurling Championship .

BGO will continue to sponsor the Hurling U-21 All-Ireland Championship and the Legends Tours at Croke Park.

As part of the deal, BGE will also act as energy partner to the GAA. In this role, BGE will work with the GAA to improve energy efficiency in Croke Park by incorporating new forms of sustainability and smart energy controls in the national stadium.

The company also plans to extend the range of GAA-related incentives in its Rewards Club, the customer loyalty scheme which has 246,000 members.

GAA commercial director Peter McKenna said: “We are delighted to welcome Bord Gáis Energy as top tier sponsors of the GAA.  It’s also great for the Association to have an official energy partner with the expertise of the BGE team. It’s only right that we at Croke Park should be setting an example in terms of best practice when it comes to the use of energy.”

 

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