AI offers edge as sponsorship market grows more competitive

As Irish sports sponsorship faces rising clutter and competition, AI is emerging as both an opportunity and a challenge. A new Onside report reveals that 70% of industry professionals see potential for AI integration, with half already investing in it. Yet, over half remain uneasy about data privacy risks tied to the technology.

Despite concerns, AI is increasingly viewed as a differentiator—especially as brands struggle to stand out. Meanwhile, newer sports like padel and motor racing are gaining commercial traction, signalling fresh territory for sponsors beyond traditional favourites like rugby and the GAA.

Read the full article for more insights into the shifting sponsorship landscape.