65% back government efforts to bring major sporting events to Ireland

Nearly two-thirds (65%) of Irish people support government investment in bringing major international sporting events to Ireland, research from BDO Ireland and Amárach Research shows.

In the past 12 months, Ireland has hosted the Pittsburgh Steelers-Minnesota Vikings NFL match at Croke Park and the Aer Lingus College Football Classic at the Aviva Stadium.

Adare Manor in Co Limerick will host the Ryder Cup next year, and Ireland will co-host UEFA Euro 2028 and the 2030 T20 Cricket World Cup.

The study identifies strong public appetite for hosting high-profile sporting fixtures, with 55% believing that investing in such events represents good value for money.

One in six (17%) disagreed with the government’s strategic support for such events.

Beyond the economic returns, more than half of the population (53%) believe these events serve as an effective platform to showcase Irish culture to a global audience.

Aer Lingus College Football Classic mascot Celtic The Brave.

Under its International Sports Diplomacy Strategy, the government is seeking to use major sports events to deliver €9bn per annum in overseas visitor spend by 2031.

“Hosting major sports events requires considerable investment and political capital on the part of the Irish Government," said Austin Hickey, director at BDO Ireland.

"However, our research clearly demonstrates that the Irish public sees the massive economic, cultural, and social value of hosting major sporting events.

"There is a strong consensus that these investments yield a positive return for the country, not just financially, but in how we project our culture globally.

"This public buy-in provides a welcome mandate for the government's sports diplomacy efforts."

While public sentiment toward sports tourism remains positive, the research reveals significant anxiety regarding the broader future of the Irish tourism sector.

When asked about their primary hopes and concerns for the industry, 48% of respondents cited continuous growth as the primary goal.

When looking more broadly at the threats facing Irish tourism, overpricing remains the top concern for 39% of those surveyed.

Other prominent concerns cited by the public include global conflict and general economic instability (12%), overtourism (10%), and acute shortages of accommodation and labor (9%).

Crime and anti-social behavior (9%), loss of culture and authenticity (9%), and environmental and sustainability concerns (8%) were also cited.

"The public is highly sensitive to the issue of overpricing, which unsurprisingly tracks as the single greatest threat to our tourism ecosystem," said Hickey.

"To sustain the continuous growth that people want to see, the industry must balance high-value experiences with competitive pricing, while navigating systemic pressures like accommodation and labor shortages."

Michael McLoughlin, CEO of Amárach Research, commented, “Tourism is a critical industry nationally. It is diverse, comprising many small to medium enterprises, the majority of which are indigenously owned.

"These research results demonstrate that there is an understanding among the population of the industry’s value and importance. It also highlights some challenges that the industry needs to think about in relation to the sector’s attractiveness as an employer.”

* This article was originally published on BusinessPlus.ie.