Supermarkets/Retail Sector 'One To Watch' For Heightened Sponsorship Spend

By Donna Ahern
Supermarkets/Retail Sector 'One To Watch' For Heightened Sponsorship Spend

Banking, supermarkets/retail and telecommunication sectors have replaced airlines as the ones to watch in terms of hot sectors for heightened sponsorship spend in 2017, according to the annual Irish Sponsorship Industry Survey from sponsorship consultants Onside.

The Irish Sponsorship market is expected to grow by 6% to €173 million in 2017.

According to John Trainor, founder and CEO of Onside, “sponsorship spend will continue its annual growth trend in 2017, with more than half of sponsors planning to up their investment in sponsorship this year, and 3 in 4 rights holders targeting an increase in year on year sponsorship revenues”.

The platforms which are likely to lead the way in terms of expected growth are Rugby, GAA, and venue naming rights.

The report also outlined that that the top innovative areas that will be utilised to activate the sponsorship opportunities for the brands are as follows: Influencer marketing, live streaming and big data.


Trainor believes that “Irish sponsors are increasingly 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”.

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

© 2017 - Checkout Magazine by Donna Ahern

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