Stay Informed on Corporate Sustainability

Author: Archie Villaflores

The sponsorship sector is evolving rapidly, with brands leveraging strategic partnerships to amplify visibility, deepen engagement, and create tangible impact. This edition explores how organisations are translating sponsorship into measurable commercial and cultural value. Flashback to earlier this year, ‘Ballygowan Wins Best Sponsorship Brand Award at Irish Sponsorship Awards 2025’ showcases how a trusted brand can drive audience connection and sector innovation. Its approach demonstrates the growing emphasis on aligning sponsorship with values to maximise impact across Irish sport. Moreover, ‘Kerry Airport continues lead sponsorship as Kerry FC unveils 2026 kits’ highlights sustained investment in local sports partnerships, reinforcing brand presence while fostering community engagement and team support. Meanwhile, ‘Bank of America secures first professional sports jersey sponsorship with Timbers’ illustrates international brands entering the sponsorship space with strategic activations that elevate visibility and influence in key markets. These stories underscore how sponsorship is no longer a marketing side note but a strategic driver of brand recognition, stakeholder engagement, and measurable outcomes. They reflect a sector poised for innovation, where creative activation and purposeful collaboration define success.

Author: Jed Nykolle Harme

Earlier this year, Ballygowan was named Best Sponsorship Brand at the 2025 Irish Sponsorship Awards, recognised for its strategic activations, measurable impact, and longstanding support of Irish sport.

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.