Stay Informed on Corporate Sustainability

Author: Archie Villaflores

Sponsorship is shifting from transactional exposure to strategic investment in trust and shared values. This week’s stories highlight how leading organisations are using sponsorships to create deeper social, cultural, and business impact. Lidl Ireland Wins Best Sponsorship Brand at the Irish Sponsorship Awards 2024 demonstrates how sustained community engagement and clear purpose can define category leadership. Lidl’s recognition reflects the growing expectation for sponsorships to generate tangible benefits beyond traditional brand visibility. Crowe backs UCD Ladies Hockey Club with extended sponsorship shows how the firm strengthens its support for women’s sport and education. Crowe’s approach illustrates how renewal can signal belief in progress, with investment channelled towards equality and athlete development. Volvo Trucks continues partnership with America’s Road Team reinforces the power of longevity in sponsorship. The collaboration’s focus on safety and driver education highlights how continuity builds credibility and reinforces shared responsibility within an industry. Each of these stories points to a sponsorship landscape built on consistency, purpose, and measurable outcomes. The next wave of success in this sector will belong to those who view partnerships as platforms for progress driven by intent, not visibility.

Author: Jed Nykolle Harme

Lidl Ireland has been named Best Sponsorship Brand at the Irish Sponsorship Awards 2024, earning top honours for its impactful “Get Behind the Fight” campaign, which continues to redefine the landscape of women’s Gaelic football.

Author: Liverpool

Liverpool FC has secured Trimble, a US-based technology firm, as a global partner. The deal integrates the brand into the club’s Academy redevelopment, operations, and digital platforms, highlighting strategic sponsorship in Premier League football.

Author: Volvo Group

Volvo Trucks North America has extended its exclusive sponsorship of the American Trucking Associations’ America’s Road Team through 2026. The partnership emphasises corporate involvement in safety, industry advocacy, and professional driver development across the US.

Author: Galway Bay

Kirby Group Engineering has signed a three-year sponsorship deal with ATU Sport Galway GAA clubs, supporting nine teams across multiple codes. The partnership highlights corporate engagement in Irish sports and university-level community initiatives.

Author: Business Eye

Kingsbridge Healthcare Group has been announced as the main sponsor of the Ulster Orchestra Schools Concerts, supporting wellbeing education for over 4000 pupils. The partnership highlights corporate engagement in cultural and educational initiatives.

Author: Crowe

Crowe Ireland has extended its sponsorship of UCD Ladies Hockey Club, reinforcing its role in women’s sport and corporate social responsibility. The partnership highlights strategic brand engagement through national and international university-level sports programmes.

Author: Irish Golfer

Good Good Golf will title sponsor the new PGA Tour fall event in Austin, debuting in 2026. The move reflects the growing influence of YouTube golf within professional golf and the broader sports sponsorship market.

Author: Globe Newswire

SERVPRO has extended its national title sponsorship of the Firefighter Challenge League through 2029. The move strengthens its ongoing support for first responders and the promotion of fitness, resilience, and community engagement nationwide.

Author: Galway Races

Six sponsors have been confirmed for the Galway Races’ Race in Pink event, supporting breast cancer research. The initiative combines competitive racing with fundraising, engaging local businesses and the wider community in a meaningful cause.