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Northern Ireland Launches 'Backing NI' Competition Linking Businesses with Sports Stars

  //sports-competition.news-articles.net/content/2 .. tition-linking-businesses-with-sports-stars.html
  Published in Sports and Competition on Friday, February 6th 2026 at 2:29 GMT by The Irish News
      Locale: Northern Ireland, UNITED KINGDOM

Belfast, Northern Ireland - February 6th, 2026 - Northern Ireland's small business landscape is poised for a significant boost thanks to the launch of 'Backing NI', a groundbreaking new competition designed to connect promising local firms with the power of sports star endorsement. The initiative, spearheaded by Northern Ireland-based creative marketing agency Simplicity, aims to provide invaluable visibility and credibility to companies often operating with limited resources.

In a region known for its entrepreneurial spirit and passionate support for sports, 'Backing NI' recognizes the symbiotic relationship between successful athletes and thriving businesses. The competition offers small firms the unprecedented opportunity to pitch their brand directly to a panel comprised of some of Northern Ireland's most recognizable and respected sports personalities.

"For many small businesses, securing impactful marketing and brand recognition is a constant challenge," explains Alan Lowry, founder of Simplicity. "Traditional advertising can be expensive and often fails to cut through the noise. 'Backing NI' offers a unique and incredibly powerful alternative: the association with a trusted and admired figure in the sporting world." Lowry further emphasized that the agency developed the concept based on extensive research which showed a strong correlation between sports star endorsements and increased brand trust amongst consumers, particularly within the Northern Irish community.

The application process, now open via the [ Backing NI website ], is straightforward. Businesses are invited to outline their brand, its mission, and a compelling argument for why a partnership with a prominent athlete would be mutually beneficial. The focus isn't solely on established success; Simplicity is actively seeking innovative startups and businesses demonstrating strong potential for growth. The judging criteria will consider not only business viability, but also the potential for a genuine, authentic connection between the brand and the chosen sports star.

A carefully curated shortlist of applicants will be invited to present their ideas in person to the judging panel. This 'pitch' event is scheduled to take place at the Belfast Waterfront Hall on March 15th, 2026, providing a high-profile platform for finalists to showcase their vision. The winning business will receive a comprehensive endorsement package, including social media campaigns, potential appearances in promotional materials, and opportunities for joint events with the endorsing sports star.

The impact of sports star endorsements extends far beyond simple advertising. A recent report by Brand Finance, a leading brand valuation consultancy, highlights that athlete endorsements can increase brand value by up to 20%, particularly when the athlete's personal brand aligns with the values of the endorsed company. Consumers are increasingly drawn to brands that demonstrate authenticity and a commitment to positive social impact - qualities often embodied by successful athletes.

'Backing NI' arrives at a crucial time for Northern Ireland's economy. While the region has made significant strides in recent years, small and medium-sized enterprises (SMEs) continue to face challenges related to access to funding, marketing support, and international expansion. The competition is seen as a proactive step towards fostering a more vibrant and resilient business ecosystem.

Simplicity has partnered with Invest Northern Ireland, the region's economic development agency, to ensure the competition reaches a broad spectrum of businesses. Invest NI representatives will be on hand during the pitch event to provide advice and guidance to finalists. Early indications suggest that the competition is already generating significant excitement within the Northern Irish business community, with hundreds of applications expected in the coming weeks.

"We believe 'Backing NI' has the potential to be a game-changer for small businesses in Northern Ireland," Lowry concludes. "It's about more than just an endorsement; it's about building lasting partnerships, fostering innovation, and showcasing the incredible talent and entrepreneurial spirit that exists within our region."

Businesses interested in applying can find full details and the application form at [ https://backingni.com/ ]. The deadline for applications is February 28th, 2026.