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Sponsorship - Ireland - December 2015

"While the overall sponsorship spend in Ireland is only around a tenth of the amount spent on conventional advertising, it is nonetheless an established, resilient and growing sector with promising prospects for the years ahead. It has weathered the difficult years of the recent economic downturn, and looks set now for a period of sustained, if unremarkable, growth.’
– Brian O’Connor, Senior Consumer Analyst

This report discusses the following key issues:

With TV-related sponsorship, ensure property/target market match
Consumers want to see the payback from sponsorship
Never mind the glamour, consumers favour local sponsorships

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Table of contents

  1. Overview

    • What you need to know
      • Issues covered in this report
      • Executive Summary

          • The market
            • Sponsorship spend to total almost €142 million in 2015
              • Figure 1: Estimated sponsorship expenditure, IoI, RoI and NI, RoI, 2010-20
            • Forecast
              • Figure 2: Index of estimated sponsorship expenditure, RoI & NI, 2010-20
            • Market factor
              • Both Irish economies are recording strong(ish) growth
                • Confidence among Irish consumers relatively buoyant
                  • Recovery beginning to benefit consumers’ financial health
                    • Spending on advertising on the increase in Ireland
                      • Sale of broadcasting rights could impact sponsorships’ effectiveness
                        • The consumer
                          • Sport, movies and reality TV the most popular types of TV sponsorship
                            • Figure 3: How effective consumers rate sponsorship of TV programmes, NI and RoI, September 2015
                          • Sports teams or stadia sponsorships regarded to be most effective
                            • Figure 4: How effective consumers rate sponsorship of sports events, teams and awards, NI and RoI, September 2015
                          • Charity-related sponsorships deemed most effective by consumers
                            • Figure 5: How effective consumers rate sponsorship of other events and organisations, NI and RoI, September 2015
                          • Consumers setting the bar high for what’s required of sponsors
                            • Figure 6: Agreement with statements relating to sponsorship and sponsors, NI and RoI, September 2015
                          • What it means
                          • Issues and Insights

                            • With TV-related sponsorship, ensure property/target market match
                              • The facts
                                • The implications
                                  • Consumers want to see the payback from sponsorship
                                    • The facts
                                      • The implications
                                        • Never mind the glamour, consumers favour local sponsorships
                                          • The facts
                                            • The implications
                                            • The Market – What You Need to Know

                                              • Economic situation on the up across Ireland
                                                • Spending on advertising on the increase in Ireland
                                                  • Sale of broadcasting rights could impact sponsorships’ effectiveness
                                                  • Market Size and Forecast

                                                      • Sponsorship market in Ireland back to growth after downturn
                                                        • Figure 7: Estimated sponsorship expenditure, IoI, RoI and NI, RoI, 2010-20
                                                      • Stronger growth ahead for RoI market, but NI market to fare well
                                                        • Figure 8: Index of estimated sponsorship expenditure, RoI & NI, 2010-20
                                                    • Market Drivers

                                                      • RoI economic recovery firmly underway, NI less assured
                                                        • Figure 9: Economic growth, actual and projected, NI, RoI & UK, 2013-16
                                                      • Consumers in RoI beginning to feel effects of economic recovery
                                                        • Figure 10: Financial health of Irish consumers, RoI, October 2014-September 2015
                                                      • NI consumers still in a better position overall
                                                        • Figure 11: Financial health of Irish consumers, NI, October 2014-September 2015
                                                      • Consumer confidence in NI at highest level since 2008
                                                        • RoI consumer confidence hits 10-year high in November 2015
                                                          • Overall advertising spend to €1.1 billion in Ireland in 2015
                                                            • Figure 12: Total advertising expenditure, IoI, RoI and NI, 2010-15
                                                          • Sale of broadcasting rights can reduce a sponsorship’s effectiveness
                                                            • Social media key to activating consumer engagement
                                                              • Figure 13: Social network used by consumers at least once a week, NI and RoI, March 2015
                                                            • Worldwide sponsorship spend at all-time high in 2015
                                                              • Figure 14: Global sponsorship spend, € billion, 2007-15
                                                            • NI golfer McIlroy riding high on sponsorship earnings table
                                                              • Figure 15: Individual athletes with highest endorsement/sponsorship earnings, € million, 2015
                                                          • Key Sponsorship Examples

                                                            • Overview
                                                              • Carling new sponsor of Dave
                                                                • Mountain Dew takes fans snowboarding via virtual reality
                                                                  • Electric Ireland to sponsor Team Ireland in Rio
                                                                    • BP sponsorship of Indigenous Australia sparks controversy
                                                                      • Fashion in an age of technology
                                                                        • YouTube Gaming Update facilitates sponsorship
                                                                        • The Consumer – What You Need to Know

                                                                          • Sport, movies and reality TV the most popular types of TV sponsorship
                                                                            • Sports teams or stadia sponsorships regarded to be most effective
                                                                              • Charity-related sponsorships deemed most effective by consumers
                                                                                • Consumers want sponsors to ‘give back’
                                                                                • The Consumer – Effectiveness of TV Sponsorship

                                                                                    • Sport, movies, reality TV and soap operas deemed most effective
                                                                                      • Figure 16: How effective consumers rate sponsorship of TV programmes, NI and RoI, September 2015
                                                                                    • Men aged 25-44 most likely to regard sports programme sponsorship as very effective
                                                                                      • Figure 17: Consumers who rate sponsorship of sport programmes (eg premiership football) to be ‘very effective’, by gender, age and social class, NI and RoI, September 2015
                                                                                    • Consumers aged 16-24 most inclined to highly rate sponsorship of movies on TV
                                                                                      • Figure 18: Consumers who rate sponsorship of movies on TV to be ‘very effective’, by gender, age and social class, NI and RoI, September 2015
                                                                                    • Comedies, drama and soap operas seem a good bet to younger consumers
                                                                                      • Serious, factual programmes most likely deemed ‘not at all effective’
                                                                                          • Figure 19: Consumers who regard various forms of sponsorship of TV programmes as ‘Not At All Effective’, NI and RoI, September 2015
                                                                                      • The Consumer – Effectiveness of Sports-related Sponsorship

                                                                                          • Sponsoring sports teams or stadia deemed most effective
                                                                                              • Figure 20: How effective consumers rate sponsorship of Sports Events, Teams and Awards, NI and RoI, September 2015
                                                                                            • Sports teams and tournaments most likely deemed ‘very effective’
                                                                                              • Sponsoring an individual may be best route to reaching women
                                                                                                  • Figure 21: Agreement that sponsorship of an Individual athlete/Sports personality is ‘very effective’, NI and RoI, September 2015
                                                                                                • Live sports events sponsorship recognised by NI consumers aged 25-34
                                                                                                  • Figure 22: Agreement that sponsorship of a live sports event is ‘very effective’, NI and RoI, September 2015
                                                                                                • Only minority dismiss sports-related sponsorships as ‘not at all effective’
                                                                                                  • Figure 23: Consumers who regard various forms of sports-related sponsorship to be ‘not at all effective’, NI and RoI, September 2015
                                                                                              • The Consumer – Effectiveness of Other Types of Sponsorship

                                                                                                  • Sponsorships of charitable events and charities deemed most effective
                                                                                                      • Figure 24: How effective consumers rate sponsorship of other events and organisations, NI and RoI, September 2015
                                                                                                    • Sponsorship of musical events most likely be deemed ‘very effective’
                                                                                                        • Figure 25: Consumers who regard various forms of other sponsorship to be ‘very effective’, NI and RoI, September 2015
                                                                                                      • Sponsorship of music festivals/events makes most sense to 16-24s
                                                                                                        • Figure 26: Agreement that sponsorship of music festivals or events is ‘very effective’, NI and RoI, September 2015
                                                                                                      • Sponsorship of charity organisations has broader appeal among RoI consumers
                                                                                                        • Figure 27: Agreement that sponsorship of charity organisations (eg red cross, cancer research, Trocaire) is ‘very effective’, NI and RoI, September 2015
                                                                                                      • Women and 16-24s most convinced by charitable events sponsorships
                                                                                                        • Figure 28: Agreement that sponsorship of charitable events (eg fundraisers, fun runs etc) is ‘very effective’, NI and RoI, September 2015
                                                                                                      • More scepticism than enthusiasm for most sponsorships
                                                                                                          • Figure 29: Consumers who regard various forms of other sponsorship to be ‘not at all effective’, NI and RoI, September 2015
                                                                                                        • Older consumers and ABC1s most inclined to doubt radio show sponsorship
                                                                                                          • Figure 30: Agreement that sponsorship of radio shows is ‘not at all effective’, NI and RoI, September 2015
                                                                                                        • Award ceremonies also fail to appeal to mature and ABC1 consumers
                                                                                                          • Figure 31: Agreement that sponsorship of award ceremonies is ‘not at all effective’, NI and RoI, September 2015
                                                                                                        • Scant enthusiasm among ABC1s for sponsorships of business events
                                                                                                          • Figure 32: Agreement that sponsorship of business events is ‘not at all effective’, NI and RoI, September 2015
                                                                                                      • The Consumer – Attitudes towards Sponsorship

                                                                                                          • Consumers want sponsors to contribute and have standards
                                                                                                            • Figure 33: Agreement with statements relating to sponsorship and sponsors, NI and RoI, September 2015
                                                                                                          • Consumers aged 45+ want sponsors to give something back
                                                                                                            • Figure 34: Agreement with statement ‘sponsorships are only worthwhile if they give something back to the sport/community’, by age and social class, NI and RoI, September 2015
                                                                                                          • Sponsorships most effective at influencing consumers when local
                                                                                                            • Figure 35: Agreement with statements relating to the impact of sponsorship on consumer behaviour, NI and RoI, September 2015
                                                                                                          • Sponsorships with local slant have near-universal appeal
                                                                                                            • Figure 36: Agreement with statement, ‘I would be more likely to use brands that sponsor local charities/teams/events’, by gender, age and social class, NI and RoI, October 2015
                                                                                                          • Older consumers most inclined to deny sponsorships’ influence
                                                                                                              • Figure 37: Agreement with statement, ‘I don’t pay much attention to who sponsors the programmes I watch or teams I follow’, by gender, age and social class, NI and RoI, October 2015
                                                                                                            • Men and younger consumers most likely drawn to sponsors of favourite causes
                                                                                                              • Figure 38: Agreement with statement, ‘I would be more likely to use brands that sponsor my favourite players/teams/events’, by gender, age and social class, NI and RoI, October 2015
                                                                                                            • General sense that sponsorship has a positive impact
                                                                                                                • Figure 39: Agreement with statements relating to the practical impact of sponsorship, NI and RoI, September 2015
                                                                                                              • Broad recognition that sponsorships improve organisations’ resources
                                                                                                                • Figure 40: Agreement with statement, ‘sponsorships improve the quality of organisations’ resources (eg helps fund better equipment)’, by gender, age and social class, NI and RoI, October 2015
                                                                                                              • Men and ABC1s most concerned about sponsors having undue influence
                                                                                                                • Figure 41: Agreement with statement, ‘I worry that sponsors might have too much say in the running of teams/organisations’, by gender, age and social class, NI and RoI, October 2015
                                                                                                              • Men more convinced than women of performance-related benefits
                                                                                                                • Figure 42: Agreement with statement, ‘sponsorship improves the quality of sports teams/personal performance’, by gender, age and social class, NI and RoI, October 2015
                                                                                                              • Consumers want high ethical standards and restrictions on sponsors
                                                                                                                • Figure 43: Agreement with statements relating to standards and restrictions on sponsorship, NI and RoI, September 2015
                                                                                                              • Older consumers and ABC1s most inclined to want ethical standards adhered to
                                                                                                                • Figure 44: Agreement with statement, ‘sponsors should take more action when the organisations/teams they sponsor act unethically’, by gender, age and social class, NI and RoI, October 2015
                                                                                                              • Younger consumers and C2DEFs object less to alcohol brand sponsorships
                                                                                                                • Figure 45: Agreement with statement, ‘alcohol brands should not be able to sponsor sports teams/certain events/programmes’, by gender, age and social class, NI and RoI, October 2015
                                                                                                            • Appendix – Data Sources, Abbreviations and Supporting Information

                                                                                                              • Consumer research
                                                                                                                • Data sources
                                                                                                                  • Market size rationale
                                                                                                                    • Abbreviations
                                                                                                                    • Appendix – The Consumer

                                                                                                                      • NI Toluna tables
                                                                                                                        • Sponsorship of TV programmes
                                                                                                                          • Figure 46: How effective consumers rate sponsorship of news/current affairs programmes, by demographics, NI, September 2015
                                                                                                                          • Figure 47: How effective consumers rate sponsorship of comedies/sitcoms (eg Big Bang Theory) programmes, by demographics, NI, September 2015
                                                                                                                          • Figure 48: How effective consumers rate sponsorship of movies on TV, by demographics, NI, September 2015
                                                                                                                          • Figure 49: How effective consumers rate sponsorship of drama (eg Breaking Bad, CSI) programmes, by demographics, NI, September 2015
                                                                                                                          • Figure 50: How effective consumers rate sponsorship of soap operas (eg Emmerdale, Fair City), by demographics, NI, September 2015
                                                                                                                          • Figure 51: How effective consumers rate sponsorship of sport (eg Premiership football) programmes, by demographics, NI, September 2015
                                                                                                                          • Figure 52: How effective consumers rate sponsorship of documentaries/history programmes, by demographics, NI, September 2015
                                                                                                                          • Figure 53: How effective consumers rate sponsorship of home/leisure (eg cooking shows, Location, Location, Location) programmes, by demographics, NI, September 2015
                                                                                                                          • Figure 54: How effective consumers rate sponsorship of reality TV (The X Factor, Big Brother) programmes, by demographics, NI, September 2015
                                                                                                                          • Figure 55: How effective consumers rate sponsorship of quiz shows (eg Countdown), by demographics, NI, September 2015
                                                                                                                          • Figure 56: How effective consumers rate sponsorship of daytime (eg Jeremy Kyle Show, Loose Women) programmes, by demographics, NI, September 2015
                                                                                                                        • Sponsorship of events, teams and awards
                                                                                                                          • Figure 57: How effective consumers rate sponsorship of live sports events, by demographics, NI, September 2015
                                                                                                                          • Figure 58: How effective consumers rate sponsorship of sports teams, by demographics, NI, September 2015
                                                                                                                          • Figure 59: How effective consumers rate sponsorship of stadiums/arenas/venues, by demographics, NI, September 2015
                                                                                                                          • Figure 60: How effective consumers rate sponsorship of individual athletes/sports personalities, by demographics, NI, September 2015
                                                                                                                          • Figure 61: How effective consumers rate sponsorship of sports tournaments, by demographics, NI, September 2015
                                                                                                                          • Figure 62: How effective consumers rate sponsorship of sports leagues, by demographics, NI, September 2015
                                                                                                                          • Figure 63: How effective consumers rate sponsorship of sports awards, by demographics, NI, September 2015
                                                                                                                          • Figure 64: How effective consumers rate sponsorship of sports magazines, by demographics, NI, September 2015
                                                                                                                        • Sponsorship of other events/organisations
                                                                                                                          • Figure 65: How effective consumers rate sponsorship of radio shows, by demographics, NI, September 2015
                                                                                                                          • Figure 66: How effective consumers rate sponsorship of music festivals or events, by demographics, NI, September 2015
                                                                                                                          • Figure 67: How effective consumers rate sponsorship of charitable events (eg fundraisers, fun runs, etc), by demographics, NI, September 2015
                                                                                                                          • Figure 68: How effective consumers rate sponsorship of charity organisations (eg Red Cross, Cancer Research, Trocaire), by demographics, NI, September 2015
                                                                                                                          • Figure 69: How effective consumers rate sponsorship of business events, by demographics, NI, September 2015
                                                                                                                          • Figure 70: How effective consumers rate sponsorship of award ceremonies, by demographics, NI, September 2015
                                                                                                                          • Figure 71: How effective consumers rate sponsorship of non-music festivals or events, by demographics, NI, September 2015
                                                                                                                          • Figure 72: How effective consumers rate sponsorship of non-charity organisations (eg orchestra), by demographics, NI, September 2015
                                                                                                                        • Agreement with statements relating to advertising
                                                                                                                          • Figure 73: Agreement with the statement ‘I don’t pay much attention to who sponsors the programmes I watch or teams I follow’, by demographics, NI, September 2015
                                                                                                                          • Figure 74: Agreement with the statement ‘I think multiple sponsors of the same event/programme can be confusing’, by demographics, NI, September 2015
                                                                                                                          • Figure 75: Agreement with the statement ‘Sponsorships are only worthwhile if they give something back to the sport/community’, by demographics, NI, September 2015
                                                                                                                          • Figure 76: Agreement with the statement ‘The type of brand that sponsors my favourite teams/players matters to me’, by demographics, NI, September 2015
                                                                                                                          • Figure 77: Agreement with the statement ‘Sponsorships improve the quality of organisations’ resources (eg helps to fund better equipment)’, by demographics, NI, September 2015
                                                                                                                          • Figure 78: Agreement with the statement ‘Sponsorship improves the quality of sports teams/personal performance’, by demographics, NI, September 2015
                                                                                                                          • Figure 79: Agreement with the statement ‘I’m more likely to use brands that sponsor my favourite teams/players/events’, by demographics, NI, September 2015
                                                                                                                          • Figure 80: Agreement with the statement ‘Sponsors should take more action when the organisations/teams they sponsor act unethically’, by demographics, NI, September 2015
                                                                                                                          • Figure 81: Agreement with the statement ‘I worry that sponsors might have too much say in the running of teams/organisations’, by demographics, NI, September 2015
                                                                                                                          • Figure 82: Agreement with the statement ‘I would be more likely to use brands that sponsor local charities/teams/events’, by demographics, NI, September 2015
                                                                                                                          • Figure 83: Agreement with the statement ‘Alcohol brands should not be able to sponsor sports teams/certain events/programmes’, by demographics, NI, September 2015
                                                                                                                          • Figure 84: Agreement with the statement ‘I think there should be more restrictions on the type of brands/products (eg chocolate) that can sponsor children’s programming/events’, by demographics, NI, September 2015
                                                                                                                        • RoI Toluna tables
                                                                                                                          • Sponsorship of TV programmes
                                                                                                                            • Figure 85: How effective consumers rate sponsorship of news/current affairs programmes, by demographics, RoI, September 2015
                                                                                                                            • Figure 86: How effective consumers rate sponsorship of comedies/sitcoms (eg Big Bang Theory) programmes, by demographics, RoI, September 2015
                                                                                                                            • Figure 87: How effective consumers rate sponsorship of movies on TV, by demographics, RoI, September 2015
                                                                                                                            • Figure 88: How effective consumers rate sponsorship of drama (eg Breaking Bad, CSI) programmes, by demographics, RoI, September 2015
                                                                                                                            • Figure 89: How effective consumers rate sponsorship of soap operas (eg Emmerdale, Fair City), by demographics, RoI, September 2015
                                                                                                                            • Figure 90: How effective consumers rate sponsorship of sport (eg Premiership football) programmes, by demographics, RoI, September 2015
                                                                                                                            • Figure 91: How effective consumers rate sponsorship of documentaries/history programmes, by demographics, RoI, September 2015
                                                                                                                            • Figure 92: How effective consumers rate sponsorship of home/leisure (eg cooking shows, Location, Location, Location) programmes, by demographics, RoI, September 2015
                                                                                                                            • Figure 93: How effective consumers rate sponsorship of reality TV (The X Factor, Big Brother) programmes, by demographics, RoI, September 2015
                                                                                                                            • Figure 94: How effective consumers rate sponsorship of quiz show (eg Countdown), by demographics, RoI, September 2015
                                                                                                                            • Figure 95: How effective consumers rate sponsorship of daytime (eg Jeremy Kyle Show, Loose Women) programmes, by demographics, RoI, September 2015
                                                                                                                          • Sponsorship of events, teams and awards
                                                                                                                            • Figure 96: How effective consumers rate sponsorship of live sports events, by demographics, RoI, September 2015
                                                                                                                            • Figure 97: How effective consumers rate sponsorship of sports teams, by demographics, RoI, September 2015
                                                                                                                            • Figure 98: How effective consumers rate sponsorship of stadiums/arenas/venues, by demographics, RoI, September 2015
                                                                                                                            • Figure 99: How effective consumers rate sponsorship of individual athletes/sports personalities, by demographics, RoI, September 2015
                                                                                                                            • Figure 100: How effective consumers rate sponsorship of sports tournaments, by demographics, RoI, September 2015
                                                                                                                            • Figure 101: How effective consumers rate sponsorship of sports leagues, by demographics, RoI, September 2015
                                                                                                                            • Figure 102: How effective consumers rate sponsorship of sports awards, by demographics, RoI, September 2015
                                                                                                                            • Figure 103: How effective consumers rate sponsorship of sports magazines, by demographics, RoI, September 2015
                                                                                                                          • Sponsorship of other events/organisations
                                                                                                                            • Figure 104: How effective consumers rate sponsorship of radio shows, by demographics, RoI, September 2015
                                                                                                                            • Figure 105: How effective consumers rate sponsorship of music festivals or events, by demographics, RoI, September 2015
                                                                                                                            • Figure 106: How effective consumers rate sponsorship of charitable events (eg fundraisers, fun runs, etc), by demographics, RoI, September 2015
                                                                                                                            • Figure 107: How effective consumers rate sponsorship of charity organisations (eg Red Cross, Cancer Research, Trocaire), by demographics, RoI, September 2015
                                                                                                                            • Figure 108: How effective consumers rate sponsorship of business events, by demographics, RoI, September 2015
                                                                                                                            • Figure 109: How effective consumers rate sponsorship of award ceremonies, by demographics, RoI, September 2015
                                                                                                                            • Figure 110: How effective consumers rate sponsorship of non-music festivals or events, by demographics, RoI, September 2015
                                                                                                                            • Figure 111: How effective consumers rate sponsorship of non-charity organisations (eg orchestra), by demographics, RoI, September 2015
                                                                                                                          • Agreement with statements relating to advertising
                                                                                                                            • Figure 112: Agreement with the statement ‘I don’t pay much attention to who sponsors the programmes I watch or teams I follow’, by demographics, RoI, September 2015
                                                                                                                            • Figure 113: Agreement with the statement ‘I think multiple sponsors of the same event/programme can be confusing’, by demographics, RoI, September 2015
                                                                                                                            • Figure 114: Agreement with the statement ‘Sponsorships are only worthwhile if they give something back to the sport/community’, by demographics, RoI, September 2015
                                                                                                                            • Figure 115: Agreement with the statement ‘The type of brand that sponsors my favourite teams/players matters to me’, by demographics, RoI, September 2015
                                                                                                                            • Figure 116: Agreement with the statement ‘Sponsorships improve the quality of organisations’ resources (eg helps to fund better equipment)’, by demographics, RoI, September 2015
                                                                                                                            • Figure 117: Agreement with the statement ‘Sponsorship improves the quality of sports teams/personal performance’, by demographics, RoI, September 2015
                                                                                                                            • Figure 118: Agreement with the statement ‘I’m more likely to use brands that sponsor my favourite teams/players/events’, by demographics, RoI, September 2015
                                                                                                                            • Figure 119: Agreement with the statement ‘Sponsors should take more action when the organisations/teams they sponsor act unethically’, by demographics, RoI, September 2015
                                                                                                                            • Figure 120: Agreement with the statement ‘I worry that sponsors might have too much say in the running of teams/organisations’, by demographics, RoI, September 2015
                                                                                                                            • Figure 121: Agreement with the statement ‘I would be more likely to use brands that sponsor local charities/teams/events’, by demographics, RoI, September 2015
                                                                                                                            • Figure 122: Agreement with the statement ‘Alcohol brands should not be able to sponsor sports teams/certain events/programmes’, by demographics, RoI, September 2015
                                                                                                                            • Figure 123: Agreement with the statement ‘I think there should be more restrictions on the type of brands/products (eg chocolate) that can sponsor children’s programming/events’, by demographics, RoI, September 2015

                                                                                                                        Companies Covered

                                                                                                                        To learn more about the companies covered in this report please contact us.

                                                                                                                        Sponsorship - Ireland - December 2015

                                                                                                                        US $1,453.83 (Excl.Tax)