Three stars from individual sports have taken the top spots as Ireland’s most marketable sports stars, with Johnny Sexton, Bundee Aki and Katie McCabe making way.
Industry research at the ONSIDE and Marketing Institute Ireland sponsorship conference uncovered Rhasidat Adeleke as the most marketable Irish sports star for 2025, followed by fellow Olympian Kellie Harrington with Rory McIlroy rounding out the top three.
PTSB’s sponsorship of the Irish Olympic and Paralympic teams and Electric Ireland’s sponsorship of Darkness into Light were awarded Ireland’s most effective sponsorships in 2024.
At the annual event, Ireland’s marketing professionals gathered to celebrate the achievements of sponsorship successes over the last 12 months.
Sponsorship continues to be one of the fastest growing elements of the marketing mix, rising to €227m in 2024, up 7% on the year before.
The 2024 Olympics and Paralympics in addition to increased demand for sponsorship assets, has fuelled this growth.
Shane McGonigle, CEO of Marketing Institute Ireland said: “Sponsorship is an increasingly important strategic tool in the professional marketing mix, which is on track to surpass €250m annually.
“Today we recognise and celebrate the unique contribution that sponsorship provides to business in the drive to create sustainable, competitive advantage that builds the bottom line for the business.”
As this year’s results were revealed, Kim Kirwan, Director of Intelligence & Insight at ONSIDE said: “2024 saw the Irish sponsorship industry launch into the Big Time.
“Irish sponsors were showcased on a global stage at the Paris Olympic and Paralympic Games, where meaningful partnerships saw PTSB identified by marketing professionals as the brand that ‘won’ both the Olympic and Paralympic Games.
“This vote placed PTSB ahead of global partners such as Coca-Cola, Samsung, and Visa and was reinforced by the Irish public, who named PTSB as the most appealing sponsor of both the Olympic and Paralympic Games.”
A summer filled with music and entertainment saw fans flock to music, arts, and comedy festivals including Bord Bia Bloom, the Paddy Power Comedy Festival, and All Together Now, where Bord Bia and Paddy Power’s title sponsorship of the events and Guinness’s sponsorship of the Lovely Days Stage were recognised by industry professionals as the most effective entertainment sponsorships of the summer.
Other brands recognised as delivering meaningful impact in sports and non-sports sponsorships included Allianz, Lidl, Ballygowan, Diageo, Three and Bord Gáis Energy.
Kirwanadded: “70% of marketing professionals felt that Lidl’s sponsorship of the LGFA delivered effective results for the sponsor and 65% of marketing professionals thought AIB’s sponsorship of the GAA Football All-Ireland Championship was an effective campaign.”
Ger Mitchell, Chief Customer & People Officer PTSB said: “We are thrilled to have our title sponsorship of both the Irish Olympic and Irish Paralympic teams recognised as the top sports sponsorship of 2024.
“Like the Olympic Federation of Ireland and Paralympics Ireland, PTSB has deep roots in communities across the country and that’s why this partnership has worked so well.
“Whether through our ‘Raising a Nation’ campaign at the outset of the sponsorship over two and half years ago, or through our ‘Human Behind the Athlete’ campaign in the run up to the Games in Paris this summer, we have been extremely proud to activate this sponsorship every step of the way, and to enable our colleagues, customers and communities connect with, and show their support for, the exceptional athletes who represented Ireland so well.”
Speakers at this year’s Who Won Sponsorship Series event, held at the Aviva Stadium in Dublin, included Olympic Gold Medallist Rhys McClenaghan and Paralympians Ellen Keane and Orla Comerford who spoke about how collaboration with their sponsorship partners helped support and elevate opportunities on their journeys.
Strategic Director of Wrexham AFC, Shaun Harvey shared insights into how Wrexham has harnessed the power of sponsorship to rise from a local club to a global brand phenomenon.