Stay Informed on Corporate Sustainability

Author: Marketing Dive

Maker’s Mark, part of Beam Suntory, has launched its first sports league sponsorship with women’s basketball league Unrivaled in the United States. The multi-year deal includes on-premise, digital, and broadcast activations to engage fans and consumers.

Author: Sports Business Journal

Bank of America has signed its first professional sports jersey sponsorship with Portland Timbers in the United States. The multiyear deal includes front-of-kit branding, youth participation programmes, and local small business engagement initiatives.

Author: Belfast News Letter

Northern Ireland energy provider Power NI has extended its sponsorship support for table tennis talent Peadar Sheridan through the Make It Happen initiative. The programme provides £2000 for training and European competition preparation.

Author: Dublin Live

Irish insurer Allianz has renewed its sponsorship with Irish athletics star Rhasidat Adeleke. The partnership spans the Dare to Believe schools programme and Stop the Drop campaign, reinforcing Allianz’s investment in athlete development and youth sports.

Author: Irish Independent

Irish regional airline Kerry Airport has renewed its lead sponsorship of Kerry FC ahead of the 2026 League of Ireland First Division season. The partnership coincides with the launch of the club’s new home and away kits.

Author: Archie Villaflores

Sponsorship is evolving into a strategic tool that goes beyond visibility, shaping how organisations connect with audiences and strengthen brand equity. This edition explores how thoughtful investment in partnerships enhances reach, influence, and long-term engagement across sectors. First, ‘Irish Distillers wins Best Use of Experiential Marketing at Irish Sponsorship Awards 2025’ held just last month highlights the power of experiential marketing to create memorable consumer experiences. Their approach now informs broader sector trends, emphasising creativity, authenticity, and measurable impact in sponsorship strategy. In addition, ‘Hyundai Ireland Continues Sponsorship of Dancing with the Stars’ illustrates the value of sustained investment in high-profile events. The partnership demonstrates how brands can maintain relevance, build loyalty, and strengthen consumer associations over time. Meanwhile, ‘Mercedes Partners with PepsiCo to Promote Global F1 Brands’ reflects how cross-industry collaboration can amplify visibility on a global scale. It highlights strategic alignment where complementary brands leverage sponsorship to reach new audiences and enhance market positioning. These stories show that sponsorship is no longer a transactional exercise but a driver of strategic advantage. They offer insights into how organisations are harnessing partnerships to create measurable impact, deepen engagement, and shape the future of brand influence.

Author: Jed Nykolle Harme

Irish Distillers was recognised at the recently concluded Irish Sponsorship Awards 2025 for its outstanding experiential marketing campaigns. Their achievements highlight excellence in creativity, strategy, and audience engagement within Ireland’s sponsorship landscape.

Author: MARKETECH APAC

India’s World Pickleball League has appointed Komerz India as its exclusive sales and sponsorship agency. The move strengthens brand activations across Season 2 in Mumbai and 57 WPBL On Tour events, creating year-round engagement opportunities.

Author: SportsPro

Mercedes has signed a multi-year global sponsorship deal with PepsiCo, promoting Gatorade, Sting, and Doritos. The partnership enhances brand visibility and fan engagement across Formula One, connecting three major consumer brands with international motorsport audiences.

Author: Love Ballymena

Dale Farm has renewed its sponsorship of the Grand Opera House pantomime in Belfast for the ninth consecutive year. The partnership strengthens the cooperative’s community engagement while supporting Northern Ireland’s arts sector and festive family experiences.