As the number of reported sponsorship deals dropped by 14 per cent in the first quarter of 2020 compared to the same period last year, one in two consumers in Ireland are calling on brands to continue to support their favourite sport, music, arts or cultural events through sponsorship, research by the sponsorship agency Onside indicates.
The agency’s latest sponsorship market monitor shows that one in two adults would expect to see sponsors maintaining or increasing their support for their favorite sports, arts and cultural teams and events, while the report claims that one in one consumers felt companies in Ireland should decrease their spend in these areas this year.
John Trainor, Onside’s founder and CEO, says the Irish public’s affinity toward sponsors is evidenced in the finer detail of our research when we compare the levels of public preference to see companies continue to support the sport and entertainment sector in Ireland versus the UK market, where four in 10 favour a drop in sport sponsorship.
CAUTION
Just seven per cent of Irish adults disapproved of the way sport’s governing bodies in Ireland have acted during the Covid-19 crisis, compared with 18 per cent in the UK, while encouragement for organisations in the cause and non-profit space, seven in 10 of the Irish and UK public want brands to maintain or increase their support of these bodies.
Looking ahead, Trainor noted that the Irish public’s return back to sports and entertainment stadia and arenas once a ban is lifted will be a cautious one, with 29 per cent of Irish adults planning to attend live sports and entertainment events as soon as possible once the ‘stay at home’ requirement is lifted, compared to 43 per cent holding off for now.
The alternative scenario of sports going ahead behind closed doors without spectators/crowds is also splitting public sentiment, with 28 per cent in favour and 44 per cent against. It shows the complexity of the decisions to be made by rights holders and sponsors in planning how they play out the months ahead to deliver in the right way for customers and fans.
SOCIAL PLATFORMS
Global and local stars have been increasing their connection with social platforms as a means of staying public. Many have come together for greater effect, including internationally the NBA’s Stephen Curry interviewing key US infectious diseases advisor Dr Anthony Fauci and locally the ‘Unite by Staying Apart’ supported by top Irish sports stars.
Galway hurling legend and Onside consultant Joe Canning said athletes are open to working with brands as much as brands want to work with athletes through these challenging times, as long as together new ways are found to keep it interesting for people. “It’s a time to think outside the box and make things interesting and different,” Canning added.
Pictured above are Joe Canning, Paralympic swimmer Ellen Keane and John Trainor
- For more Covid-19 marketing and media related stories, just click on https://marketing.ie/2020/
