What are the big sporting trends for 2017?

Virtual reality and the status of women in sports are set to influence sponsorship in a year likely to be dominated by emotive storytelling

Aidan O’Shea of Mayo in AIB’s The Toughest campaign

As the curtains close on 2016, we have selected some of the emerging sponsorship trends and tactics likely to come to the fore this year.

Virtual reality

Virtual reality is arguably the trending tech innovation of the year. Bringing behind-the-scenes to another level, brands have been transporting fans to the inner sanctum of teams and athletes, thanks to virtual reality and 360 degree videos.

Last year, Electric Ireland whisked us into the ring ...