ONSIDE Strengthens Leadership Team with Appointment of Martin Fallon as Head of Advisory

ONSIDE, Ireland’s leading sponsorship consultancy firm, today announced the appointment of Martin Fallon as its new Head of Advisory. Fallon joins from Wera Tools UK, where he served as Head of Marketing, overseeing innovative product launches, omnichannel brand campaigns and multi-year partnerships in motorsport.

Fallon brings extensive experience from rightsholder organisations such as Motorsport UK, the Tour of Britain, Wasps, Connacht Rugby, and Harlequins, demonstrating a proven track record in marketing and overlapping with key sponsorship categories in Irish sport.

Martin has long been recognised as a respected voice in the sponsorship industry. A member of the European Sponsorship Association (ESA), he served on the judging panel for the ESA Awards in both 2023 and 2024.

“Martin’s depth of experience across brands and property makes him an outstanding addition to the ONSIDE team. His expertise will be instrumental in helping sponsors and rights holders seize new opportunities in Ireland’s rapidly growing sponsorship sector,” says ONSIDE Director, Eithne Trainor.

“I first interacted with the team at ONSIDE in 2011, and they have continued to grow  a distinguished reputation for delivering the insights and intelligence that underpin some of Ireland’s most successful and long-standing sponsorships. I am delighted to join such a highly regarded organisation and look forward to contributing to its continued success,” adds Fallon.

The appointment comes as ONSIDE continues to expand its team in advisory and intelligence in response to growing demand, with ONSIDE’s Q2 2025 Quarterly Sponsorship Review reflecting the largest overall volume of sponsorship deals in the Irish market on record.

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Understanding Sponsorship Valuation: A Balanced Approach

How do you put a value on something when value is ultimately subjective?
Take a glass of water, for example—its value is low if you're well hydrated with other options, but it's high if you've just completed a 10km run and there is nothing else around. This same principle applies when assessing the value of a sponsorship.

At ONSIDE, we approach sponsorship valuation through three distinct lenses:

1. Line-by-Line Valuation

2. Brand Equity Impact

3. Market Landscape Comparison

By analysing each element in detail, we help clients arrive at a value range and provide a clear price bracket guide

 1. Line-by-Line Valuation: Quantifying Tangible Outputs

Sponsorship agreements often come with a rights schedule or list of deliverables. These tangible and intangible assets make up a package that will deliver brand exposure, access rights, activation opportunities and hospitality and ticketing inventory. Each of these elements can be broken down and assigned an individual value - providing a solid foundation for initial estimations.

 2. Brand Equity: Measuring the Intangible Outcomes

While line-by-line valuations are important, they don't tell the whole story. Sponsorships also have the potential to:

• Increase brand awareness

• Strengthen brand affinity

• Enhance brand alignment

• Influence consumer consideration

By projecting how a sponsorship could improve these brand metrics, we build a second layer of value - one that's crucial but often overlooked. At ONSIDE we carry out bespoke primary research to quantify the current or projected value of the brand equity.

3. Market Landscape: Context is Everything

Another critical factor in valuation is understanding the broader market:

• What are other brands paying for similar rights?

• What is the cost of keeping a competitor out of the space?

This perspective helps clients stay competitive while making informed, strategic decisions.

The Negotiation: Value ≠ Price

When brands and rights holders come to ONSIDE for valuation services, we always start by clarifying two essential truths:

1. Value is not the same as price

What is valuable to one brand may not be to another. Even the value of a lifelong customer can vary dramatically depending on the industry or sector.

2. Know Your Alternatives

Each party should enter any negotiation with a strong BATNA (Best Alternative to a Negotiated Agreement). Brands have alternative ways to spend marketing budgets, such as advertising or other sponsorship opportunities. Rights holders also have alternatives in how they allocate their assets and resources. By having a strong BATNA, a client’s negotiation position is strengthened. 

The ONSIDE Perspective: Intelligence-Driven Confidence

At ONSIDE, we understand the nuances, the variables and the internal dynamics that can come to light when entering or renewing a sponsorship deal. Whether you're a brand aiming to invest wisely or a rights holder looking to price confidently, our data-backed insights provide the clarity needed to make the right call.

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