Who we are
ONSIDE was founded in 2005 with the vision of showcasing the value of sponsorship and solidifying its role within the Irish marketing landscape. We have grown to become a leading management consultancy specialising in research, advisory and strategic sponsorship management services across Europe and North America.
With unparalleled expertise in independent insights, negotiation, activation management, evaluation and analysis, we bring synchronised intelligence and objectivity to deliver deep competitive advantage.
Our clients see us as partners working with them to elevate their business performance and get the best possible return on their investment.
From developing new strategies, to managing inspired activation, to designing breakthrough evaluation models, we deliver highly advantageous outcomes through better built relationships and exceptional intelligence.
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OUR TEAM
John TrainorFounder & CEO
As the founder and CEO of ONSIDE, John started the business in 2005 and has created one of Europe’s leading Sponsorship Consultancy firms. He has more than 20 years’ experience of working with sponsors and rights holders across multiple sectors and platforms, influencing over €50m of sponsorship spend annually through his work in Ireland and Europe with many of the world’s biggest and best brands. Recognised as a leading authority in his field, John is a recipient of a Fellowship from the Marketing Institute of Ireland for his contribution to the industry in Ireland, is a regular guest speaker and judge to major industry events in Ireland, Europe and North America, and served as the representative Irish Board Member of the European Sponsorship Association for a decade.
Eithne Fahy Director
Eithne oversees ONSIDE’s financial and HR operations. Since 2005, she has been building systems and processes to shape the financial management aspects of the business. More recently, Eithne has assumed the mantle of driving the HR and culture function within the business. People are Eithne’s passion and she brings a strong point of difference to ONSIDE’s operations, ensuring our teams are empowered to become the best that they can be, while supporting them in their day to day roles.
Kim KirwanHead of Intelligence & Insight
Kim heads up the Intelligence & Insight team at ONSIDE and manages the varied programmes of research delivered within the business. Kim has over 19 years’ experience in marketing and insights where she led research teams and international agency relationships for brands including RBS, Ulster Bank, Vodafone, Full Tilt Poker, Golden Pages and Aer Lingus. Kim’s work at ONSIDE provides clients with a highly experienced blend of quantitative and qualitative skills, on varied projects from proposition development, continuous tracking and strategy expertise.
Jon Long Strategic Consultant
London-based Jon Long brings two decades of international sports and entertainment experience to ONSIDE. As the former Head of Strategy at the International Cricket Council and Managing Director of Nielsen Sports and Entertainment, he has delivered positive commercial, sporting and social outcomes at scale across five continents, working with over 100 rights holders, brands and media companies touching more than 30 sports, as well as music, arts and culture. He has deep understanding of the industry’s main commercial drivers (particularly sponsorship, media rights and digital), societal role (including fan and community engagement and public health) and growth opportunities (data, OTT, digital engagement, new formats and broader partnership development).
Jim AndrewsStrategic Consultant
Jim Andrews supports the ONSIDE consulting team in Chicago and brings 30 plus years of international experience to our work as an acknowledged expert in the field of sponsorship, events and sports marketing. Previously, Jim was instrumental in building pioneering sponsorship firm IEG into a global leader in industry data, information and consulting, working on some of North America’s and the world’s largest sponsorship deals of the past 3 decades. He was a founding member of the advisory board for the Center for Sports Sponsorship & Sales of the Hankamer School of Business at Baylor University and is an adjunct lecturer in Northwestern University’s Master’s in Sports Administration program, where he teaches a course in sports sponsorship.
Joe CanningStrategic Advisor
2017 Hurler of the Year, Joe Canning has an esteemed career both on and off the pitch. Joe is passionate about the potential of a data-driven approach to achieve win-win sponsorship deals for brands, sports personalities and organisations. Joe uses his insight and expertise from his playing career and marketing qualifications to work alongside the ONSIDE team on a mix of client projects and strategy development.
Rory Best
Strategic Advisor
Former Ireland and Ulster Rugby Captain, Rory Best has led Ireland to their maiden two victories over New Zealand and to the 2018 Six Nations Grand Slam, just the nation’s third clean sweep in history. Off the pitch, Rory is working with ONSIDE around our strong ambition to develop world class solutions in sports intelligence, and in particular provide important back-up to the expert advisory team being built at ONSIDE to make game changing impacts on the outcomes of our clients’ strategies and investments.
Paige Mosberg
Senior Consultant
Paige joined the Consulting team at ONSIDE in 2018 from Major League Soccer’s D.C. United, where she managed Corporate Partnerships at the Club’s newly built Audi Field. During her career in North America, Paige has worked across a range of sports rights and sponsorship programmes, from hockey and tennis, to athletics and soccer. Building relationships with numerous brands including McDonald’s, Ticketmaster, and UNIQLO, she excels in developing a range of unique sponsorship platforms to achieve the goals of her clients. Paige has experience across a variety of industries including hospitality, entertainment, QSR, apparel, environmental services, healthcare and more. She is helping ONSIDE’s sponsor and rights holder clients to bring partnerships to life in new, innovative ways and sharing her knowledge of the commercial sponsorship landscape to grow marketing and commercial opportunities for all involved.
Seamus McDermott
Research Executive
Seamus joined ONSIDE as a Research Executive following completion of his Marketing Practice Master’s Degree from UCD Michael Smurfit Graduate Business School. He is experienced in both primary and secondary research, along with practical marketing skills gained from his Masters and previous experience working with Rhino Rugby Ireland. His in-depth knowledge and specific interest in select growth areas for ONSIDE business including esports and golf helps the ONSIDE team to help clients stay ahead in key intelligence and insights in these areas.
“Grounded in a clear, deep and unique understanding of the part sponsorship has to play in Diageo’s business, ONSIDE provides us with high quality support and direction across various stages of sponsorship investment decision making in our business. Consistently delivering a first-class level of servicing, ONSIDE are key sponsorship management partners for our business.”