Monday May 25, 2020

Sponsors start to embrace sport’s feminine side

Brands are finally waking up to the potential power of female sporting sponsorship, write Sinéad Goldrick and Sinéad Finnegan of the Dublin ladies football team

15th February, 2015
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Sinéad Goldrick, of the Dublin ladies football team and an AIG Brand Ambassador 2014Sportsfile.

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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