Ireland is hoping the global sporting spotlight surrounding the World Cup will also shine on its growing sports technology industry.
Enterprise Ireland, the Irish government’s trade and innovation agency, has been working to help Irish companies expand in the U.S., from sports analytics firms to the Irish company behind the natural grass used at nine World Cup stadiums. POLITICO spoke with Aidan McKenna, Enterprise Ireland’s head of U.S. operations, about Ireland’s sports tech ecosystem and how Trump administration’s trade policies have shaped the agency’s approach.
This interview has been edited for length and clarity.
Ireland has developed a reputation in sports technology. Why has the sector become such a strength?
I think there’s probably two big aspects to this. It’s probably just our passion for sports, all types of sports: soccer, rugby, our own national Gaelic football. But we also, given our cultural connections to the U.S., we have a really good understanding of U.S. games. We have a growing number of technology companies that are looking to bring data and health science into the professional area of sports.
An Irish company is also behind the playing surface at several World Cup venues. Tell us about that.
McKenna: SIS Pitches originated in Ireland. They designed a way to grow natural grass and sod in a certain environment that can be lifted and transplanted into these stadiums.They’ve become world leaders in kind of natural grass solutions for stadiums all over the world.
It is really nice to say that an Irish company is behind growing the best possible surface for our world-class players at the World Cup, and nine stadiums have used their solution.
Beyond the World Cup, what role do you see Ireland playing around the 2028 Los Angeles Olympics?
We’re a proud sporting nation. We punch above our weight. We will have our top athletes come to LA, and I know we’re going to be based in Long Beach, and we’re going to ensure that the Irish athletes are supported.
How has the Trump administration’s approach to Europe and trade changed how Enterprise Ireland thinks about investing or expanding in the U.S.?
Enterprise Ireland, or indeed Ireland and the EU, would always advocate against any trade barriers. Where there’s tariffs, or non-tariff barriers, it makes the opportunity for trade more difficult.
But the U.S. is a fantastic market. It’s a huge market. It’s the largest market in the world.
What we’ve done in Enterprise Ireland is remind the U.S. administration that Irish companies are making a contribution to the U.S. The top 10 Irish companies employ 125,000 Americans in highly highly skilled jobs here.
Has that environment changed what it means to be an Irish exporter?
We would always advocate: if you want to do business, you have to be closer to customers, you have to give your customers confidence that you’re close to them. We have always advocated that to be successful in the overseas market, you got to be committed, you got to be in the market.
I’m actually actively fast-tracking the amount of Irish companies that are establishing a presence in the U.S. So in New York, we’ve done what we call a landing pad accelerator so companies can get the right legal advice, get the right tax advice, develop your go-to-market strategy, hire the right people.
And we encourage the founders of the Irish businesses to come in and spend a couple of years here, carry their culture, bring that into the U.S. teams.
Finally, what role can sports play in strengthening U.S.-Irish ties?
Sport is a brilliant bridge. It’s a brilliant arbitrator of bringing people together… We’re going to host the Ryder Cup in Adare Manor in September 2027. We’re going to open up Ireland to businesses, to people, to golf enthusiasts. The World Cup itself — it’s a fantastic celebration of what’s good in the world.
