Sponsorship to leverage positive media coverage of Ireland men’s and women’s cricket teams
Tourism Ireland today announced its sponsorship of the Ireland men’s and women’s cricket teams for the upcoming ICC World Twenty20, which kicks off on 8 March.
Last year, Tourism Ireland sponsored the Ireland cricket team when they took part in the ICC Cricket World Cup in Australia and New Zealand, which was one of the world’s biggest sporting events of the year. Tourism Ireland believes this year’s World Twenty20 tournament is another excellent opportunity to leverage the popularity of both the men’s and women’s Ireland cricket teams and to support tourism growth from India, as well as other key cricket-loving countries, including England, Australia and South Africa. The ICC World Twenty20 has a huge global viewing; it will be televised in 220 countries, to a potential 2.5 billion viewers.
The ICC World Twenty20 will be staged at eight venues in India, from 8 March to 3 April. Tourism Ireland intends to leverage the extremely positive media exposure of the tournament – with its Ireland.com logo prominently displayed on the playing shirt of both the men’s and women’s teams; the logo will also feature prominently on the website and social media platforms of Cricket Ireland.
Niall Gibbons, CEO of Tourism Ireland, said: “We are delighted to be associated with the Ireland cricket team and such a high profile tournament once again in 2016. Our sponsorship of the team in this year’s ICC World Twenty20 offers us a superb opportunity to highlight the island of Ireland. It’s wonderful for us to be involved in a sport that has such a wide appeal in India and many of our other important tourism markets – and we look forward to connecting and communicating with a wide audience of cricket fans everywhere.”
"We are very pleased that Tourism Ireland will once again be coming on board as team sponsor for another major world tournament,”
said Cricket Ireland CEO Warren Deutrom.
“With two teams partaking in this showcase event, we are delighted to once again be able to promote the island of Ireland to a global audience of billions. India is a hotbed of cricket and we are confident we can spread a positive message of what Ireland has to offer to one of Tourism Ireland’s key emerging markets during one of the biggest international sporting events of the year.”
Sport-related tourism has emerged as a very significant element in world tourism in recent years, with a multi-million euro market and a huge potential for countries who position themselves correctly. High profile sporting events such as the ICC World Twenty20 provide Tourism Ireland with an excellent opportunity to highlight the island of Ireland as a wonderful holiday destination as well as a top location for sporting events.
India is an important emerging market for Irish tourism; in 2015, we welcomed about 25,000 Indian visitors to the island of Ireland. And the outlook for 2016 is positive, with sentiment amongst the Indian travel trade very positive about continued growth.
Ireland cricketers (from left) Ciara Metcalfe, Lucy O'Reilly, Robyn Lewis, Isobel Joyce and Claire Shillington, at the announcement of Tourism Ireland’s sponsorship of the Ireland men’s and women’s teams for the ICC World Twenty20, at the Malahide Cricket Club in Dublin.
Notes To Editors
- Tourism Ireland is the organisation responsible for promoting the island of Ireland overseas as a leading holiday destination.
- Tourism is the island of Ireland’s largest indigenous industry; responsible for in excess of 4% of GNP in the Republic of Ireland and employing approximately 220,000 people.
- In 2015, we welcomed approximately 9.3 million overseas visitors to the island of Ireland, delivering revenue of about €4.7 billion.
- Tourism Ireland’s international website is www.ireland.com, 29 market sites available in ten language versions around the world, which attracted about 16.5 million visitors in 2015.