Two-thirds of Irish people support investment in international fixtures as concerns over tourism costs remain front of mind.
Nearly two-thirds (65%) of Irish people support Government’s investment in bringing major sporting events to Ireland, according to new research from BDO Ireland LLP and Amárach research.
The study found there is strong public endorsement for a strategy that aims to boost tourism, strengthen Ireland’s international profile and generate economic activity.
“the Irish public sees the massive economic, cultural, and social value of hosting major sporting events”
The study found that 65% of respondents support State investment in securing high-profile sporting events, including the Aer Lingus College Football Classic, the 2027 Ryder Cup, UEFA Euro 2028 and the 2030 Men’s Cricket World Cup.
More than half of those surveyed (55%) believe such investment represents good value for money, while only 17% disagreed. The research also found that 53% believe major sporting events provide an effective platform for showcasing Irish culture to international audiences.
The findings come as Ireland continues to build its reputation as a host destination for major sporting occasions. Over the past year, the country has welcomed international events including the NFL regular season game between the Pittsburgh Steelers and Minnesota Vikings at Croke Park and the Aer Lingus College Football Classic at Dublin’s Aviva Stadium.
The sporting calendar is set to expand further over the coming years, with the 2027 Ryder Cup at Adare Manor in Co Limerick, co-hosting duties for UEFA Euro 2028 and participation in hosting the 2030 T20 Cricket World Cup.
Why Irish sports diplomacy matters
This strong public backing arrives at a time when the Irish Government is increasingly leveraging sports diplomacy to enhance the country’s global footprint and boost its inbound tourism. As part of its newly launched International Sports Diplomacy Strategy, the Government is seeking to use major sports events to deliver €9 billion per annum in overseas visitor spend by 2031.
However, 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 at the top of the agenda for 39% of those surveyed. Other prominent concerns cited by the public include global conflict and general economic instability (12%), overtourism (10%), and acute accommodation and labour shortages (9%). Crime and anti-social behaviour (9%), loss of culture and authenticity (9%), and environmental and sustainability concerns (8%) were also cited.
“Hosting major sports events requires considerable investment and political capital on the part of the Irish Government,” said BDO Ireland director Austin Hickey. “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. Over recent years, BDO has contributed to the national conversation by delivering an evidence-based approach to evaluating the economic and societal contribution of major sporting events in Ireland.”
“However, this optimism is paired with a clear warning sign. The public is highly sensitive to the issue of overpricing, which unsurprisingly tracks as the single greatest threat to our tourism ecosystem. 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 labour shortages.”
Michael McLoughlin, CEO Amárach Research, added: “Tourism is a critical industry nationally. It is diverse, comprising of 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.”
Top image: The Aviva Stadium in Dublin experiences a fly past during the Aer Lingus American Football College Classic in 2025
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