Troy Parrott named Ireland's most marketable personality

New sports of Padel and Hyrox enter top ten for sponsorship opportunities

Troy Parrott celebrates after scoring the winning goal against Hungary in Budapest.  Picture: Ryan Byrne, INPHO

Ireland's hat-trick hero Troy Parrott, whose last-minute winner against Hungary kept the country's World Cup qualification hopes alive, has emerged as the most marketable personality in Ireland ahead of golfer Rory McIlroy, singer CMAT and athlete Rhasidat Adeleke.

New research from sponsorship intelligence firm Onside shows soccer has risen in prominence in Ireland, driven by the excitement ahead of the upcoming playoffs. The surge in interest is further reflected in the industry vote, which named Troy Parrott as the most marketable personality for personal endorsement deals this year.

Onside said their data, based on a survey in December of 75 of Ireland's leading sponsors and rights holders, shows the value of the Irish sponsorship market is projected to rise by 5% to €247m this year. 2025 was the fourth consecutive year of market growth and 39% of sponsors intend to increase their sponsorship investment levels further in 2026, compared to 18% who expect their spending to decrease.

Highlighting an active market, the survey shows that more than a third of industry professionals intend to exit a sponsorship agreement this year, while four in ten are considering new partnerships.

Despite Ireland's recent success on the soccer pitch, Gaelic Games remains the top of the list for growth opportunities, followed by festivals, then soccer and rugby. However, Onside noted that emerging categories such as Padel and Hyrox are making an appearance within the top 10.

2025 also marked the rise of beauty brands in the Irish sponsorship landscape, influenced by a similar trend occurring in international markets. 

The rising prominence of beauty products and personal care brands, coupled with an increasing desire for premiumisation, has prompted the emergence of a distinct beauty category. 

“The landscape is evolving with brands harnessing personalities who can build and sustain an audience, not just those who perform on their respective sporting field," said Kim Kirwan, Director of Intelligence and Insight at Onside. 

"The talent pool is widening beyond the worlds of sport and entertainment to include content creators, with brands favouring those personalities who can connect with audiences and maintain relevance throughout the year and not just during sporting moments”.