The latest ONSIDE Sports Impact Monitor highlights significant opportunities for the sponsorship industry in Ireland, focusing on Artificial Intelligence (AI), emerging sports, and new infrastructure investments. Conducted in June 2025, the survey reveals cautious optimism among stakeholders, with 70% recognizing AI’s potential and half already investing in AI tools. However, data privacy concerns persist, with 56% expressing worries about breaches.
Emerging sports like gymnastics, motor racing, and padel are gaining traction, with 62% suggesting that sponsoring these sports can effectively connect brands with new audiences. Additionally, 92% of respondents emphasize that investing in facilities is crucial for attracting major events, while 89% believe sponsors enhance fan experiences.
The report reflects positive growth in the sector, as twice as many organizations have entered new sponsorships since early 2025, with 85% optimistic about future prospects. To delve deeper into AI’s role in sports, attend the Future Proofing Irish Sport event on August 29th in Dublin.
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