The volume of sponsorship deals reported in the Irish market in the first quarter of 2022 increased by 43 per cent year-on-year, the fastest rate of growth in seven years, as brands raced to back women's sport, according to research by consultancy Onside.
It was a bumper quarter for sports deals overall, with GAA rights holders signing a flurry of new sleeve sponsorships following their introduction in late 2021. Soccer and athletics also attracted landmark deals while, in rugby, TikTok signed on as the first title sponsor of the Women's Six Nations.
One in five deals reported in the first quarter were related to women’s sport, while nine in 10 sponsors said they saw women’s sport as an opportunity for their business in the next one to three years.
Women’s sport
Onside founder and chief executive John Trainor said it had been "an exceptionally bright start" to the year.
"Despite ongoing debate around the issue of low visibility of women's sport in terms of media coverage versus men's sport, a very significant eight in 10 Irish males and three in four females already have a sponsor in mind that they feel is increasing the profile and public's interest of women's sports in Ireland, " he said.
Lidl, Aldi, SuperValu, Sky Ireland, Vodafone and Bank of Ireland are among the brands sponsoring women's sport in Ireland, with the value of this market expected to grow into the medium term.
Meanwhile, research by Onside suggests seven in 10 Irish adults agree with mobile telecoms company Three's decision to suspend their sponsorship of Chelsea football club in light of government sanctions on sporting organisations with connections to the Russia government.
