Community impact reshapes sponsorship standards at Irish Sponsorship Awards 2025

The sustainability and social impact categories at the Irish Sponsorship Awards 2025 showed a clear shift in how sponsors approach community investment. Brands are now expected to show measurable benefit for the people and places their partnerships reach, alongside commercial results.

EUROSPAR’s Junk Kouture partnership won Best Arts & Cultural Sponsorship and Environmentally Sustainable Sponsorship. The programme used waste materials as the basis for youth design challenges and classroom activity, linking creative learning to the circular economy. FBD Insurance’s Funding, Backing, Donating programme supports more than 350 community initiatives a year, and its entry reported measurable increases in brand awareness and trust.

KPMG’s Inspiring the Future campaign paired high-profile sportspeople with grassroots programmes and schools, giving young girls direct access to role models. Coerver Coaching’s schools programme delivered free football coaching to primary school pupils across Leinster and connected them with local clubs. Sky Ireland’s Bound By Belief platform brought together its sponsorship of the men’s and women’s national football teams and supported a bursary programme.

Donegal Domestic Violence Services’ 4Empowerment initiative brought together three local organisations to support women and children who have experienced domestic violence, combining health, sport, and community development. Certa Ireland’s sponsorship of the Ireland Women’s Cricket Team paired the first ever TV broadcasts for the team with low-carbon matchday power.

The entries shared three features. Social purpose was built into each partnership from the outset rather than added later. Outcomes were measured in participation, awareness, and wellbeing. Partners worked across sectors to deliver results that no single organisation could achieve alone.

For past winners, category details, and updates, visit the official Irish Sponsorship Awards website and subscribe to the newsletter for exclusive insights and coverage from Ireland's sponsorship sector