Women's dominance of Ireland's sports sponsorship market to continue following World Cup

Ireland women's team captain Katie McCabe was already identified by industry professionals as one of the most marketable football personalities in 2023. Picture: Sam Boal / RollingNews.ie

Investment by brands in sponsorship opportunities for women’s sports will increase following the record-setting viewership of Fifa’s World Cup, a leading sponsorship consultant has said.

According to RTÉ, its coverage of the Fifa Women's World Cup 2023 broke audience records with the Republic of Ireland’s group match against Canada becoming the most-watched women’s team sport event in Irish TV history, with an average of 551,000 viewers.