Stay Informed on Corporate Sustainability

Author: Archie Villaflores

The latest edition of our newsletter examines sponsorship as a strategic tool for both commercial and cultural impact. First, ‘Sky Ireland’s Bound By Belief Wins Best Sports Team or Athlete Sponsorship at Irish Sponsorship Awards 2025’ highlights how a unified platform supporting Ireland’s Women’s and Men’s National Football Teams can deliver measurable fan engagement and strengthen brand purpose. The programme’s integration of bursaries and equality initiatives shows sponsorship can drive both cultural change and business results. Meanwhile, ‘Staycity’s Staycity boosts Dublin GAA sponsorship as European expansion accelerates’ demonstrates the role of sponsorship in broader corporate growth. Its support of Dublin GAA complements a wider European expansion strategy, proving that sponsorship can reinforce brand visibility while aligning with operational ambitions across markets. In North America, ‘ScottsMiracle-Gro’s ScottsMiracle-Gro expands sponsorship with Columbus Crew stadium naming rights’ exemplifies the intersection of local community engagement and brand leadership. Beyond naming rights, the partnership supports youth development and encourages public engagement, highlighting how sponsorship can blend visibility with social impact. These initiatives illustrate the evolving expectations for sponsorship: measurable outcomes, strategic alignment with organisational values, and a balance of cultural and commercial returns.

Author: Archie Villaflores

Sky Ireland’s Bound By Belief initiative secured the Best Sports Team or Athlete Sponsorship award at the 2025 Irish Sponsorship Awards held last month. Their approach demonstrates how values-led investment can deliver commercial and cultural benefits across the sector.

Author: Business of Fashion

Mielle Organics, a Procter & Gamble haircare brand, has become the NFL’s first textured hair sponsor in the United States. The partnership includes locker room stocking, courtside marketing, and social content featuring key players and sports personalities.

Author: The Stadium Business

ScottsMiracle-Gro, a US-based lawn and garden products company, strengthens its sponsorship of Columbus Crew by securing stadium naming rights. The sponsorship boosts brand visibility and supports youth and community programmes across Central Ohio.

Author: AutoTrade.ie

Leapmotor Ireland became the official motor sponsor of the Vhi Women’s Mini Marathon from 2026, supplying a fleet of all-electric vehicles. The sponsorship aligns the brand with sustainability, innovation, and one of Ireland’s largest annual sporting events.

Author: Business Plus

Google Ireland leads sponsorship for HIV Ireland’s Red Ball, highlighting corporate engagement in national health advocacy. The partnership supports awareness, prevention, and stigma reduction, with over 40 Irish landmarks joining the Glow Red campaign this year.

Author: Irish Independent

Staycity has strengthened its Dublin GAA sponsorship while expanding across Europe, reporting €243.56m turnover for 2024. The Irish hospitality group is growing its aparthotel network and investing in technology to support operations and bookings.

Author: Archie Villaflores

The sponsorship sector continues to sharpen its strategic value as organisations seek stronger footholds in audience engagement and brand alignment. This edition highlights how investment choices are evolving and why competition for standout visibility is intensifying. First, Three’s Elizabeth Hurley Wins Rising Star in Sponsorship at the Irish Sponsorship Awards 2025 offers a view into emerging leadership within the field. Her recognition reflects the increasing emphasis on structured talent development and the commercial advantage attached to specialised expertise. In addition, Fulfil secures title sponsorship of GAA Under-20 Hurling Championship shows how brands are responding to community-focused platforms with sustained audience loyalty. The partnership demonstrates the scale of domestic sport as a dependable asset for companies seeking measurable impact through repeat engagement. On a global stage, DoorDash joins FIFA as official tournament supporter expands the lens globally. The deal shows how international events continue to attract companies aiming to strengthen multi-market presence through campaigns that integrate digital behaviour and live-event attention. Organisations are refining their positioning, selecting properties that match ambition, footprint and long-term value. Brands are now pursuing sponsorships not only for reach but for alignment with cultural moments that support future relevance.

Author: Jed Nykolle Harme

Elizabeth Hurley of Three was named Rising Star in Sponsorship at the Irish Sponsorship Awards 2025, setting a benchmark in strategic activation and inspiring the next generation of sponsorship leaders.

Author: ATP Tour

Japanese industrial materials company Nitto Denko extends its multi-year sponsorship of the ATP Tour through 2030. The agreement reinforces the brand’s visibility in global tennis and its commitment to ESG and sustainability initiatives.