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Small Irish Firms Get a Shot at Endorsements from Sports Stars in a New Competition

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  Published in Sports and Competition on Monday, December 1st 2025 at 19:19 GMT by The Irish News

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Small Irish Firms Get a Shot at Endorsements from Sports Stars in a New Competition

In an initiative aimed at bolstering the marketing prospects of Ireland’s growing number of small businesses, a fresh competition has been launched that gives local firms the chance to secure an endorsement from some of the country’s most celebrated sports personalities. The announcement, published in The Irish News and backed by a consortium of sports bodies and commercial partners, comes at a time when many small‑scale companies are seeking innovative ways to reach wider audiences in a highly competitive marketplace.

What the Competition Aims to Achieve

The primary goal of the competition—officially titled the Sports Endorsement Challenge—is to bridge the gap between grassroots marketing budgets and the star power that can drive brand awareness. “Small firms often lack the resources to launch large‑scale campaigns, and sports stars are an underutilised marketing asset,” explains Sarah Ní Dhonnchadha, director of the Irish Sports Promotion Agency (ISPA). “By matching firms with athletes who resonate with local communities, we’re creating mutually beneficial partnerships that can help firms grow while also supporting the sporting culture that Ireland is known for.”

The initiative is part of a wider “Sports for All” programme, launched by the Department of Business, Enterprise and Innovation in partnership with Sport Ireland. The programme seeks to promote local entrepreneurship, stimulate job creation, and harness the national love for sport as a marketing platform.

How It Works

The competition is open to all businesses based in Ireland with annual turnover under €2 million—essentially the “small‑firm” bracket that makes up a significant portion of the Irish economy. Applicants are required to submit a brief video pitch (no longer than two minutes) explaining:

1. Their brand’s core values and products or services.
2. Their target demographic and how they currently reach this audience.
3. Why a sports endorsement would be a strategic fit for their business.

All videos are then uploaded to a dedicated portal on the ISPA website, where a panel of judges—including representatives from Sport Ireland, ISPA, and a selection of professional athletes—review the submissions. Applicants who are shortlisted will be invited to a live presentation session, where they can refine their pitches and answer questions from the panel.

The competition’s final winners—up to three businesses—will receive a free endorsement deal with an Irish sports star of their choice. The terms of the endorsement are negotiated by the ISPA and the athlete’s management team and typically include:

• A series of social‑media posts and possibly a short commercial or product demo.
• In‑person meet‑and‑greet opportunities at the firm’s flagship location or at a local sports event.
• A package of branded merchandise and promotional materials.

In addition to the endorsement, each winner will receive €10,000 in marketing funds and access to a 12‑month consultancy package from a leading marketing firm to help them maximize the impact of the endorsement.

Participants and Reactions

As of the launch date, more than 250 firms had submitted entries, ranging from boutique fashion labels in Cork to craft breweries in Galway and a start‑up that produces biodegradable packaging in Dublin. “I think the idea of partnering with a sports star is incredibly compelling for a small firm like ours,” says Maeve O’Connor, owner of the Galway‑based apparel line Coastal Threads. “The reach and authenticity that a local athlete brings can truly elevate our brand.”

The athletes themselves are also enthusiastic about the project. One of the first ambassadors to sign on is Gaelic footballer and local hero, Kevin McDonnell. “I’ve always admired how small businesses drive our local economy,” McDonnell says. “It’s a great opportunity to give back to the community while helping a fellow Irish entrepreneur.” Other athletes expected to be part of the programme include soccer midfielder Saoirse Ní Ailpe and rugby union player Finn Gallagher—all of whom have a strong social media following and are keen to support grassroots business initiatives.

Why This Matters

The competition is timely for several reasons. First, small firms are the backbone of Ireland’s economy, contributing roughly 90% of all jobs. Yet, many of these businesses struggle to access high‑visibility marketing channels. Second, sports have long been a cornerstone of Irish identity, with a dedicated fan base that spans generations and demographics. By leveraging that fan base, small firms can achieve a level of brand recognition that would otherwise be out of reach.

Moreover, the competition is a testament to the collaborative spirit of Irish society. “It’s about creating win‑win scenarios where the public can see local stars doing something positive for the community,” says Dr. Liam O’Sullivan, a marketing professor at Trinity College Dublin who has been advising on the competition. “It demonstrates how sport can be more than just entertainment; it can be a catalyst for economic development.”

How to Enter

Interested firms can apply through the ISPA portal starting from 15 March 2025 until 30 April 2025. The application process is straightforward: download the entry form, record the video pitch, and upload it with the required details. All entries will be evaluated on originality, feasibility, and alignment with the chosen sports star’s brand.

Applications are free, and the deadline is approaching fast. “We’ve seen a lot of great enthusiasm already, and we can’t wait to see the creative pitches,” says Ní Dhonnchadha. “If you’re a small firm with an innovative idea and a strong story, this is your chance to shine.”

Looking Ahead

The Sports Endorsement Challenge will culminate in a grand finale event on 20 June 2025, where the winners will be announced live in front of an audience of business leaders, sports personalities, and media representatives. The event will also feature panel discussions on the future of sports‑driven marketing and case studies from past successful endorsements.

In a world where marketing budgets are increasingly stretched and consumer attention is fragmented, this competition offers a fresh, community‑centric approach to brand building. By harnessing the passion and reach of Ireland’s sports stars, the Sports Endorsement Challenge could become a pivotal platform for small firms to not only survive but thrive in the competitive digital age. If you’re a small Irish business looking for a marketing breakthrough, the deadline is fast approaching—submit your pitch, grab the chance, and let your brand run with the country’s best athletes.