Abstract
Sponsorship has assumed a significantly more central role in the marketing strategies of Irish companies in recent years. Growth of total sponsorship spend is estimated by some sources to be around 200% over the past decade. Greater sophistication both on the part of sponsors and rights holders has resulted in an overall ' maturing' of the market. As a result of this, the annual growth of the sponsorship sector has exceeded that of conventional advertising in recent years.
Key themes of the report:
- What are the trends impacting upon the sponsorship sector now and into the future?
- Where does sponsorship stand in the context of the overall marketing mix - in terms of use and effectiveness?
- How successfully are Irish companies leveraging and activating their sponsorships?
- What are the challenges facing the various sectors of the sponsorship market?
- How do consumers respond to sponsorship - is sponsorship effective in drawing in the Irish crowds?
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