Typically, brands would invest in sponsorships that are male-oriented, and choose male sports ambassadors.
However, more recently, brands have recognised the potential benefits of tapping into this unsaturated market of investing in female athletes. This trend has been more notable abroad, but is emerging in the Irish market, and it looks set to increase as female sport continues to grow in popularity and reach in Ireland.
One of the most striking themes to permeate the...
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