O’Driscoll ‘most admired star’

BRIAN O’DRISCOLL has retained his title as Ireland’s most admired sports star, according to a survey undertaken by marketing consultants, Onside Sponsorship.

O’Driscoll was identified by one in four Irish adults as the national sports personality they most admire in recent years. Notably the research also discovered he is also the most admired rugby star in Munster.

Onside Sponsorship managing director John Trainor said O’Driscoll continues to hold a “broad appeal” in this country.

He said: “Brian’s brand is clearly being handled well, ensuring he maintains his broad appeal to the Irish public off and on the field.”

Trainor revealed that golf scored the biggest year on year increase among the sports covered by the survey with Pádraig Harrington second while Rory McIlroy and Graeme McDowell have jumped to 22nd and 26th respectively.

Trainor added: “The 2010 Ryder Cup will provide a powerful stage for golfers from Ireland to drive on their overall admiration scores among the wider Irish public, and in turn attract the interest of corporate brands seeking to be a part of a potential new wave of momentum behind the sport in Ireland.

“Now you have to package a celebrity with more marketing elements than ever. Technology has enabled celebrities to become their own media distributors, and our clients want to tap into that passionate fan base. The more forward-thinking and tech-savvy athletes will benefit from this.”

Henry Shefflin is the most admired GAA star in the country while world champion Katie Taylor has jumped to 15th in the overall standings.