ONSIDE is a pioneering management consultancy specialising in research, advisory, and strategic sponsorship management services across Europe. With unpanelled 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.



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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 15 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.

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Michael Whelan is a Senior Consultant at ONSIDE. He brings to the consulting team a breath of experience in particular from his career at Diageo, where he had lead responsibility for one of Ireland’s largest combined sponsorship portfolios. He has worked on brands including Guinness, Budweiser, Carlsberg, Baileys and Smirnoff, managing a range of significant 7 figure sponsorship and commercial partnerships over the past two decades.  His vast experience includes working on many pioneering sponsorship projects across diverse assets from Rugby World Cup, to Ryder Cup, and GAA All Ireland Championships to over 50 regional festivals in Ireland.

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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 a 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).

He is inspired by helping rights holders grow their properties/sports and broadcasters/brands make better investment decisions and driven by a desire to bring ever-greater insight, innovation, professionalism and integrity to the industry that ONSIDE thrives in.


Paige joined the Senior 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.


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.

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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 planning towards his post playing career including working with ONSIDE around our strong ambition to develop world class solutions in sports intelligence, and in particular in the area of sports talent brand planning. His perspectives in particular in Rugby and Leadership are exceptional, and provide important back-up to the expert advisory team being built at ONSIDE to make game changing impacts on the outcomes of our client’s strategies and investments.

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Jill is a highly accomplished marketing professional with over 15 years commercial sponsorship experience managing high profile sport, music and entertainment partnerships across Europe, the USA and the Caribbean. Throughout her varied career, Jill has a proven success record of developing outstanding Partnerships and campaigns with Manchester United, the Rio 2016 Olympic Games, Irish Rugby, Live Nation, Ryder Cup, Amex World Golf Championships, Volvo Ocean Race, the Premier League, NFL, Caribbean’s Next Top Model, HBO plus multiple sporting brand ambassadors and International music artists. Jill was a core team member to launch The O2 Dublin, the first venue naming rights deal in Ireland. Jill works on behalf of both Rights Holders and Sponsors and provides expertise on the full sponsorship lifecycle; contract negotiation and disposal, strategy and planning, branding and activation, evaluation and assessment.

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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 role. 

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Susan joined ONSIDE in 2019 as Financial Controller, and is responsible for managing the financial oversight of the company. She brings comprehensive technical and practical financial skills and experience for the benefit of the company. Susan is a Chartered Accountant and holds a Diploma in International Financial Reporting Standards and a Bachelor of Business Studies from University of Limerick. Susan has worked across a number of sectors including software, music and entertainment, government agency and multinational financial services.

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Natalia is a Marketing Specialist and Operations Coordinator at ONSIDE and is responsible for driving the company’s marketing strategy and coordinating the marketing operations, while also assisting with research and other aspects of the client relationship. A BComm and MSc in Marketing graduate, Natalia brings a variety of marketing and advertising experience working in both Ireland and Australia with brands such as AIG, Microsoft, Apple, Red Bull and Gillette. She has broad experience delivering integrated marketing campaigns for clients touching on all aspects of marketing and advertising from research to strategy development, execution, management and evaluation. Having played GAA at the highest level both in Ireland and abroad, Natalia blends both her marketing and sporting experience to help ONSIDE and their clients achieve their marketing and sponsorship goals.

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Andrew is based in Northern Ireland and is a Chartered Marketer with almost fifteen years’ experience in the planning and delivery of multiple strategic marketing and online programmes. He has a Masters in Marketing, Post Graduate diploma in Public Relations and another in Digital Marketing.  Andrew has held various Marketing Management positions from Quinn Group to Liberty Insurance, O’Neills Sports to operating his own Marketing consultancy. He has proven expertise in the formulation and execution of marketing strategies, plans and campaigns for a range of clients across NI – large privates, SMEs and charities. Andrew adds further expertise to the team as ONSIDE diversifies and repurposes its offering.

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Katherine (Katie) joined ONSIDE in 2019 as a Senior Research Executive from Accenture, where she worked as a Senior Research Analyst for Google’s AHA team. She is experienced in secondary digital marketing research and both quantitative and qualitative research methodologies. Her background in Anthropology provides her with the holistic perspective of understanding and appreciating the importance of qualitative data in a quantitative research environment. The anthropological perspective and ethnographic research methods she brings to the team allows for deeper insights on consumer behaviour on client projects.