Sponsorship shift

Sponsorship is evolving into a strategic tool that shapes culture, drives engagement, and amplifies ambition. The Dublin Horse Show’s 150th anniversary shows that heritage and commercial agility can coexist, offering brands a platform that reaches far beyond the immediate audience. SPAR’s backing of Team Ireland illustrates the wider potential of sponsorship to create narratives that inspire loyalty and national pride.

Innovation sits at the heart of this shift. From esports experiences in Saudi Arabia to duty-free launches of premium, no-alcohol drinks, brands are finding ways to capture attention in an increasingly fragmented market. Agencies such as The Wrapped Brand are enabling this evolution, helping sponsors translate insight into activations that resonate across audiences and geographies. The Irish Sponsorship Awards remind us that impact is measured not by exposure alone but by creativity, relevance, and enduring value.

Sponsorship today is a form of influence. It shapes perception, creates connection, and turns opportunity into experience. Brands that grasp this can turn investment into influence, transforming moments into movements and audiences into advocates.