The Irish Football Association and the Ireland women’s team could see a windfall of up to €5million from sponsorship deals after the team secured World Cup qualification this week.
sky irelandthe main team sponsor, and other established official brand partners such as Aviva, Carlsberg and Cadbury may seek to expand agreements already signed with other social media and television campaigns requiring the participation of individual actors.
John TrainorCEO of a sports sponsorship consulting firm On the sidesaid such activations would result in additional revenue for the cash-strapped FAI and that the Irish football governing body would likely seek four to six additional category partners to join Aviva.
Depending on how these potential deals are potentially bundled with deals for the men’s team and grassroots football, Trainor estimates an “opportunity zone” of €500,000 to €1m per year per deal. .
These sponsorships are generally spread over four years, the sums in question could therefore reach 4 to 5 M€ for the FAI.
“The opportunity to sell additional trail rights to the organization unlocks more than the focus on the women’s team,” Trainor said.
“So that doesn’t just mean 500,000 to 1 million in one year, but potentially lumped together over a four-year term on a lot of these deals, you’re now getting closer to a 5 million-like figure. euros.
“And it entirely depends on how it’s packaged, but it kind of illustrates what’s possible in terms of capitalizing on the success of the team.”
Airlines looking to fly the team to Australia and New Zealand for the World Cup as well as fashion, hospitality, watch and telecom brands are said to be the team’s most interested sponsors.
Soft drink brands like Coca Colasports drinks like powerade and Lucozadeand sportswear brands (Nike, Adidas, Gym + Coffee) as well as new entrants in the dental, technology and professional services market would also be interested in the team and players.
As well as the potential value that could be unlocked if deals were split between all Irish teams, Onside has seen growing interest in the women’s team – and women’s sport in general – from sponsors and the public.
At the start of the year, 90% of sponsors said they would consider opportunities in women’s sport over the next three years, evidence of the momentum in women’s sport that is generally heading into 2022, according to Trainor.
In terms of audience, Onside rated 20-25% of people as avid fans of the Ireland women’s team and a further 25% as casual fans who might be looking for a game, but with qualification assured Trainor expects that many of these casual fans do. be converted into avid fans.
“I would say that from next year, and before the World Cup, you can expect almost half of the country to have an unreasonably positive level of interest in the team,” said Trainer.
“From a sponsors’ perspective, that’s high volume in terms of the number of potential opportunities that they would have. Going into next year, those are probably two key indicators in the market for increased appetite. sponsors or interest in the team.”
Captain Katie McCabe would be “unquestionably the crown jewel” and “top of the wish list” for sponsors planning to tie up individual players ahead of the tournament.
The Arsenal striker was already on sponsors’ radars earlier this year, ranking as the only female footballer in Onside’s top 10 most marketable Irish sports personalities.
She also sits alongside swimmer Ellen KeanKerry footballer David Cliffordretired rugby player Rob Kearney and Donncha O’Callaghandirector of hurling Davy Fitzgerald and middle distance runner Ciara Magean in the 31-40 bracket of the most admired athletes by the public.
Trainor says position she’s in isn’t ‘wildly different’ from Olympic gold medalist Kellie Harrington ahead of the Tokyo Olympics, and that it wouldn’t take much to break into the top 10.
He added that McCabe could likely land sponsorship deals in the “mid to high five-figure” range at present, but her availability for sponsors would be limited by the fact that she is based in the UK.
Of course, with the tournament taking place in a time zone that is inhospitable to the Irish public, sponsors will need to hire the best creative advertising agencies to activate their sponsorships when interest in the team is at its peak.
When the Men’s Rugby World Cup was in New Zealand in 2011, team sponsor O2 hosted a breakfast session at the O2 Arena (now the 3Arena) which was star center recognized Brian O’Driscoll after the game in a “millions worth” call to the mark.
Pictured: Manager Vera Pauw celebrates qualifying for the World Cup with the Ireland women’s football team at Hampden Park on Tuesday evening. (Photo: INPHO/Ryan Byrne)
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