WEALTH November 5, 2025 0 Comments

Rashidat Adeleke’s Shock Fall from Ireland’s Marketable Sports Throne: Who’s Seizing the Spotlight Now?

So, what happens when Ireland’s sprint sensation Rhasidat Adeleke, who’s been sprinting past everybody on the marketability charts, suddenly gets nudged off her throne? Yeah, that question’s buzzing louder than a crowd at the Irish Open. Turns out, an injury-hampered summer slowed down Adeleke’s sprint, leaving the door wide open for none other than golf legend Rory McIlroy to snag Ireland’s most marketable sports star crown for 2025. This shift isn’t just about who’s fastest on the track or most precise on the green — it’s a snapshot of changing tides in Irish sports marketing, where commercial appeal and athletic prowess dance a complicated tango. McIlroy’s meteoric rise, alongside Shane Lowry’s strong showing and Kate O’Connor’s breakthrough, signals a fresh playbook in how Irish athletes capture the public’s imagination — and, quite frankly, corporate dollars. Who’d have thought golf could swing so hard in the marketing game? Let’s dive deeper. LEARN MORE

Sprinter Rhasidat Adeleke has been knocked off the top spot of Ireland’s most marketable sports star, according to new industry research from sponsorship consultants Onside and Marketing Institute Ireland (MII).

Following an injury impacted summer for the track star, Golfer Rory McIlroy has been named Ireland’s most marketable sports star for 2025.

McIlroy tops this year’s rankings ahead of fellow golfer Shane Lowry and Olympian sprinter Rhasidat Adeleke, who are tied for second place.

World Championship medallist Kate O’Connor completes the top three.

The findings mark a shift in the public and commercial perception of Irish sporting figures.

Last year, Adeleke led the rankings as Ireland’s most marketable athlete, followed by Olympic boxing champion Kellie Harrington, with McIlroy in third.

In 2023, rugby stars Johnny Sexton and Bundee Aki, along with footballer Katie McCabe, topped the list.

McIlroy’s surge to the top spot comes after an exceptional year on and off the course.

The 36-year-old completed his career grand slam in 2025 and claimed a dramatic victory at the Irish Open at the K Club, cementing his position as one of golf’s global icons.

Shane Lowry’s joint second-place ranking follows another strong year for the Offaly native, highlighted by his crucial role in helping Europe retain the Ryder Cup on US soil alongside McIlroy in September.

In athletics, Adeleke was forced to pull out of the World Athletics Championships in Tokyo, announcing that her 2025 season was over after an unspecified injury setback in August.

Meanwhile, heptathlete Kate O’Connor’s silver medal in the pentathlon at the World Athletics Championships in Tokyo has propelled her into the top tier of marketable Irish athletes for the first time.

Rory McIlroy and Shane Lowry topped the research on Ireland’s most marketable sports stars. (Photo by Carl Recine/Getty Images)

The annual Onside-MII research highlights the evolving landscape of sports marketing in Ireland, with golf and athletics dominating the upper ranks in 2025.

The results reflect both athletic achievement and public appeal, which brands increasingly see as key indicators of commercial value.

The study underscores a growing diversity in Ireland’s sporting influence, with athletes from golf, athletics and boxing now sharing top billing in the race for commercial appeal.

Photo: Sprinter Rhasidat Adeleke. Getty