Ireland’s sports sponsorship landscape is poised for significant transformation, with infrastructure development emerging as a key catalyst.
According to the latest ONSIDE Sports Impact Monitor (July 2025), over 90% of sports industry professionals believe new sporting infrastructure will elevate Ireland’s capacity to attract and host high-profile international events—setting the stage for a dynamic new chapter in sponsorship opportunities.
This optimism is underscored by the recent unveiling of Ireland’s first dedicated winter sports and entertainment arena in Cherrywood, South Dublin.
Industry experts view this state-of-the-art venue as a potential game-changer, capable of redefining the domestic sports environment and diversifying the types of sports and fan experiences on offer.
The arena represents more than just a facility—it signals a growing commitment to elevating the sports ecosystem, with sponsors playing a central role in enhancing fan engagement at these venues.
Nearly 9 in 10 respondents agree that sponsors significantly improve event experiences, making infrastructure investment a win-win for brands and fans alike.
Beyond bricks and mortar, the report highlights additional forces shaping the industry’s evolution, including Artificial Intelligence (AI) and the rise of emerging sports.
While 70% of professionals see AI as a major opportunity for their organisations, concerns remain around data privacy and security—issues raised by 56% of respondents.
Nevertheless, half of the industry is already investing in AI tools, particularly in areas like fan insights and performance metrics, pointing to a future where data-driven sponsorship strategies are the norm.
In parallel, emerging sports such as gymnastics, motor racing, and padel are gaining rapid traction.
These growing disciplines offer brands fresh ways to connect with diverse and younger audiences.
A strong 62% of industry practitioners believe sponsoring such sports is an effective strategy for audience expansion, while 59% see it as a path to differentiation in an increasingly crowded sponsorship market.
Overall, the findings reveal a buoyant and optimistic sector.
With twice as many organisations entering new sponsorship deals in 2025 as exiting, and 85% of respondents forecasting strong industry performance over the next two years, the future of Irish sports sponsorship looks robust.
As Rob Hartnett, Founder of Sport for Business, notes, the combination of cutting-edge infrastructure, smart AI adoption, and enthusiasm for emerging sports signals a “strong appetite” for innovation—and a bright horizon for sponsors ready to lead the charge.
