Saturday 16 February 2019

Rugby sponsors score with public after Ireland's win over the All Blacks

 

Onside chief executive John Trainor. Photo: Gerry Mooney
Onside chief executive John Trainor. Photo: Gerry Mooney
Samantha McCaughren

Samantha McCaughren

Ireland's historic home win over the All Blacks has given sponsors of the sport a boost for the final quarter of the year.

According to new research by sponsorship consultants Onside, team sponsor Vodafone has topped the league of Ireland's most appealing sports sponsors among Irish adults for the final quarter of 2018.

Meanwhile, Autumn Series sponsors Guinness achieved its strongest performance since quarter one in 2016.

Other sponsorship deals to score well were Aviva, for its relationship with the stadium, and Aldi which also sponsors the Irish rugby team and the grassroots Aldi Play Rugby Programme.

SSE Airtricity, sponsors of Irish soccer, also made strides in the research, breaking into the sports sponsorship Top 10 for the first time, just as their term as sponsors of the Dublin City Marathon comes to an end.

Guinness' recent growth in sports sponsorship appeal was most prevalent among males aged 35-plus, while Vodafone's latest phase of gains in sport were most noteworthy among younger males aged under 34.

Vodafone also secured number one spot for the seventh quarter in a row as the most appealing sponsor of non-sporting properties in Ireland, such as the recent Vodafone Comedy Carnival in Galway.

Next in the rankings was mobile competitor Three Ireland, sponsors of the Three Arena.

John Trainor, founder and CEO of Onside, said: "There was greater alignment in the Irish public's shared admiration for a smaller number of sponsors in the past three months.

"This is a positive dynamic in a sponsorship market that is increasingly battling with the threat of clutter undermining overall sponsorship effectiveness."

Sunday Indo Business

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