Saturday, November 27 2021

Kellie Harrington has been named Ireland’s most marketable athlete after a revolutionary summer for women’s sport, ONSIDE has revealed.

The institute named the Dubliner one of the nation’s most marketable stars at a major sponsorship business conference this week.

Of the top six athletes topped the list, five of them are Irish women who have had a remarkable year so far.

Kellie Harrington has been named Ireland’s most marketable athlete. Photo: INPHO / Tommy Dickson

In addition to Olympic boxing gold medalist, Solheim Cup star Leona Maguire, Paralympic gold medalist Ellen Keane, Grand National winner Rachael Blackmore and fellow boxer Katie Taylor also feature in the top five after a survey ONSIDE to the professional marketing community at MII.

The only male athlete in the top six was golf star Shane Lowry, who recently played for Europe at the Ryder Cup.

Harrington topping the charts after winning gold for his country at the Tokyo Olympics is a sensational race to the final.

Jockey Rachael Blackmore is one of Ireland’s most marketable athletes. Photo: Harry Murphy / Sportsfile

A banner year for Irish women’s sport has seen a growing enthusiasm in the marketing industry.

A sign of this is LGFA’s partnership with Lidl, which was voted co-winner of the best overall sports sponsorship of summer 2021 alongside FBD’s partnership with Team Ireland around the Tokyo Games.

“For several years now, momentum has developed around women’s sport in Ireland with figures like Katie Taylor and the women’s hockey team leading the way,” said ONSIDE Founder and CEO John Trainor .

“What we first saw in 2021 was that female athletes dominated the news agenda for an extended period, from the breakthrough hits of Rachael Blackmore at Cheltenham and Aintree in March and April, to performances inspirations from Leona Maguire at the Inverness Club in September.

“In the midst of all that was the Olympics and Paralympics and, again, it was the female stars who shone the most, and Kellie Harrington’s boxing gold medal catapulted her to the top of the top athletes. more marketable in the spirit of the key marketing budget. holders for 2022.

It’s also noteworthy that Allianz’s use of Ellen Keane – a regular fixture near the top of our list in recent years – as the face of her Paralympic marketing in Ireland helped the brand win the co – winning the most effective Paralympic sponsorship alongside Toyota. “

For more information on the results of this latest ONSIDE research, please visit www.onside.fr/wwss21.


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