ONSIDE forecasts growth in Irish sponsorship to €247 million in 2026

ONSIDE’s 20th annual Irish Sponsorship Industry Survey shows the market is set to expand by 5 per cent to €247 million in 2026, reflecting growing investments across sport, festivals, and influencer collaborations.

As reported by Sport for Business, the survey notes that while only 34 per cent of sponsors initially planned to increase spend in 2025, 57 per cent ultimately did, and 39 per cent now anticipate boosting investments in 2026.

Sport remains the dominant focus for sponsorship, with Gaelic Games overtaking rugby as the most promising platform. Festivals rank second, while football interest has grown following Ireland’s qualification for the FIFA World Cup play-offs. 

Participation-led sports such as Padel and Hyrox have entered the top 10 sponsorship platforms, reflecting shifting consumer behaviours towards fitness and lifestyle-driven engagement.

The report identifies a surge in brand ambassador and influencer partnerships. ONSIDE recorded a record number of such deals in 2025, doubling the previous high set in 2022. 

Kim Kirwan, Director of Intelligence and Insight at ONSIDE, said, “The landscape is evolving with brands harnessing personalities who can build and sustain an audience, not just those who perform on their respective sporting field.”

Younger audiences are particularly responsive, with 68 per cent of under-25s supporting brand-personality alignment, and 77 per cent recognising influencer endorsements as effective sponsorship tools. Technology adoption is also transforming the sector, with nearly 40 per cent of sponsors planning to use AI for data analysis in 2026, while social media remains central to activation.

Beauty and personal care brands are expanding into sponsorship, with rights holders now tasked with developing authentic, multichannel activations. 

Kirwan added successful sponsorships require creative, multi-channel activations with clear, measurable value.

Explore the full report for detailed insights on sponsorship trends in Ireland.