Rugby and GAA will win big in 2013, says survey

Rugby and GAA will be the big winners in the battle for sports sponsorship agreements in 2013 according to a major industry survey.

Research conducted by Onside Sponsorship points towards signs of a slow return to growth of 1.5% in the Irish market which will see spending reach an estimated €124 million across the board this year.

And sport is set to reap the benefits as “cautious optimism” within the market suggests more and more companies are willing to part with cash in the coming months.

Indeed four of the top five most marketable personalities for endorsement deals in 2013 are sports people.

Olympic gold medal winning boxer Katie Taylor tops the list followed by golfer Rory McIlroy and Leinster stars Brian O’Driscoll and Jonathan Sexton. Actress Saoirse Ronan is rated fifth.

Kilkenny legend Henry Shefflin and Donegal All-Ireland winning boss Jim McGuinness made the top 10.

Managing Director of Onside Sponsorship, John Trainor admitted that sport will remain a key cornerstone in the development of the national sponsorship market in the year ahead.

He said: “The Irish sponsorship market has dropped by 8% from its peak of €133 million in 2009 after a decade of double digit growth, but our survey of sponsors and rights holders has found that 3 in 10 sponsors will increase their spend on sponsorship this year, and 4 in 10 rights holders expect to grow their sponsorship revenues in 2013.

“There is a degree of confidence within business and they are looking to marketing a bit more to aid their journey back to growth.”

He continued: “In terms of sports, rugby and GAA will be the biggest winners. The other area where we see growth will be in terms of endurance events, things like marathons, triathlons, cycling — all will be big areas of opportunity.”

Currently Cork GAA chiefs are on the lookout for a sponsor following the departure of 02 late last year. But Trainor is adamant that a deal will be inked quickly.

“There is a relatively fixed supply of quality sponsor properties in Ireland and the Cork GAA sponsorship would be in that mix. It is a strong performer so it is not a question of if but when for Cork GAA.”

Trainor reported that 36% of respondents identified Taylor as the most marketable personalities in the country (up 23% year on year), followed by Rory McIlroy at 23% (up 18% year on year), Brian O’Driscoll at 17%, with Jonathan Sexton fourth at 6%.