Sponsorships fall as consumers cautious on return to events
THE number of reported sponsorship deals dropped 14pc in the first three months of the year, according to new research from consultants Onside.
The research also found that Irish people have a cautious view about a return to attending sporting events.
Onside founder John Trainor said: “The Irish public’s return back to sports and entertainment stadia and arenas, once a ban is lifted, will be a cautious one. Some 29pc of Irish adults are planning to attend live sports and entertainment events as soon as possible once the ‘stay at home’ requirement is lifted, compared to 43pc holding off for now on planning this way.”
He said that the alternative scenario of sports going ahead behind closed doors without spectators was splitting public sentiment. Some 28pc were in favour of this strategy, while 44pc were against it.
“This shows the complexity of the decisions to be made by rights holders and sponsors in planning how they play out the months ahead to deliver in the right way for their loyal customers and fans,” he added.
The latest Onside Sponsorship Market Monitor indicated that half of Irish adults would expect to see sponsors maintaining or increasing their support for their favourite sports, arts and cultural teams and events. However, a quarter felt companies in Ireland should decrease their spending in these areas this year.
While endorsements may be challenged at the moment, Onside consultant and Galway hurling star Joe Canning said there was an opportunity for sports personalities to work with brands during this period.
“Athletes are open to working with brands as much as brands want to work with athletes through these challenging times, as long as together new ways are found to keep it interesting for people. This is the time to think outside the box, and make things interesting and different,” he said.