Sky Ireland’s Bound By Belief Wins Best Sports Team or Athlete Sponsorship at Irish Sponsorship Awards 2025

Sky Ireland won the Best Sports Team or Athlete Sponsorship title at the Irish Sponsorship Awards 2025 held just last month for its Bound By Belief platform, which unified its sponsorship of Ireland’s Women’s and Men’s National Football Teams.

The initiative was recognised for its strategic emphasis on equality, measurable increases in fan engagement and its contribution to stronger national support for both teams. The programme delivered clear commercial uplift for the brand while advancing long-term development pathways through targeted initiatives.

Judges highlighted Sky Ireland’s data-driven approach, the integration of brand purpose into sponsorship planning and the platform’s wider cultural impact. They emphasised how the organisation’s work has influenced best practice in the sector by combining innovation with clear governance and sustained performance indicators.

“Sky Ireland's approach to sponsoring the FAI earned high praise for its purposeful and culture-shifting impact,” the judges said. “By prioritising the Women’s National Team and integrating initiatives like the bursary programme, they have combined brand values with measurable fan engagement and business outcomes.”

The achievement forms part of a broader progression within the Irish Sponsorship Awards, where brands are being recognised for sophisticated, impact-centred sponsorship models. Sky Ireland’s work reflects rising expectations for measurable value, sector leadership and strategic alignment between rights holders and commercial partners.

The Irish Sponsorship Awards serves as a leading forum for recognising excellence, with the 2025 cycle bringing together senior decision-makers, major brands and agencies to showcase the sponsorship initiatives shaping Ireland’s marketing landscape.

Visit the awards’ official website to review past winners, explore categories and subscribe to the newsletter for further industry updates.