At a glance

Advertising agency Core Ireland partnered with Professor Tony Meenaghan to create the National Sponsorship Index, a ranking of the top 50 most effective sponsorships in the Irish marketplace, and to understand the underlying reasons for that effectiveness.

Why it matters

Little research has been carried out into the effectiveness of sponsorship as a channel, and much of the measurement that has been undertaken has been kept from the public domain. Marketers investing in costly sponsorship properties now demand proof of effectiveness.

Takeaways

  • Fan goodwill – often seen as secondary to the needs of property owners and brands – can make a huge difference to the performance of a sponsorship programme.
  • Where fans are aware of the link between sponsor and property, there is a 30% uplift in commercial effects compared to where fans are unaware of the correct linkage.
  • Ranked number one was Electric Ireland’s sponsorship of Pieta House Darkness into Light, an annual fundraising walk to raise awareness around suicide, self-harm and mental health.

Introduction