Stay Informed on Corporate Sustainability

Author: Archie Villaflores

Barista Bar has announced a new sponsorship with CIYMS Rugby Club in Belfast, supporting junior kits, pitch advertising, and community initiatives. The move reinforces the coffee-to-go brand’s local engagement strategy.

Author: Archie Villaflores

The Irish sponsorship market is projected to grow to €247 million in 2026, driven by sport, festivals, and emerging influencer partnerships. ONSIDE’s annual survey highlights rising spend, dynamic exits, and increasing demand for measurable ROI.

Author: Archie Villaflores

Sponsorship across the sectors is undergoing a quiet recalibration, moving beyond visibility towards relevance, credibility, and cultural alignment. This edition reflects a market where partnerships are increasingly judged by the depth of connection they create rather than the scale of exposure alone. Revisiting a standout moment from last year, ‘Kaleidoscope presented by Glenveagh wins Best Entertainment Event Sponsorship at Irish Sponsorship Awards 2025’ captures how purpose-led collaboration was recognised at the highest level. The accolade highlights a shift in the sector, demonstrating how sponsorships can deliver meaningful engagement and reinforce brand values. Moreover, ‘EUROSPAR renews sponsorship of Junk Kouture to champion youth creativity in Dublin’ highlights how continuity and shared values can amplify relevance over time. The partnership reflects a broader shift towards sponsorships that invest in communities and future talent. Meanwhile, ‘Shell named principal sponsor at LNG 2026 to showcase global LNG leadership’ points to how major platforms are used to reinforce strategic positioning and thought leadership. The move underlines sponsorship’s growing role in shaping sector narratives. These stories suggest a sponsorship landscape defined less by spectacle and more by substance. In that shift lies both opportunity and responsibility for brands seeking meaningful reach.

Author: Jed Nykolle Harme

Following its 2025 success, Kaleidoscope presented by Glenveagh won Best Entertainment Event Sponsorship at the Irish Sponsorship Awards last year for a purpose-led partnership that redefined family-focused brand integration.

Author: Times Union

Latham Group, a U.S.-based pool manufacturer, has become an official sponsor of USA Artistic Swimming ahead of the Winter Olympics. The partnership highlights the brand’s focus on athlete development and community engagement in water sports.

Author: Qatar Tribune

Shell, a global energy leader, will serve as principal sponsor of LNG2026 in Doha, Qatar. The partnership highlights Shell’s technological leadership in liquefied natural gas and its alignment with Qatar National Vision 2030.

Author: Sport for Business

John West announces its continued partnership with the GAA’s under-15 Féile programme through 2028. The collaboration emphasises the company’s commitment to youth development, community engagement, and promoting healthy lifestyles.

Author: Sport for Business

Lidl Ireland extends its partnership with the Ladies Gaelic Football Association to 2030 with a €7.5 million investment. The deal supports women’s sport, national visibility, and media campaigns designed to increase participation and audience engagement.

Author: Business Plus

EUROSPAR, an Irish supermarket group operating 53 locally owned stores, renews its sponsorship of Junk Kouture 2026 in Dublin. The partnership supports youth creativity, sustainability, and circular innovation.

Author: Archie Villaflores

Sponsorship has evolved into a strategic instrument that blends commercial ambition with cultural relevance and long-term credibility. This edition reflects a sector increasingly defined by intentional alignment, disciplined execution, and outcomes that extend well beyond visibility. In a throwback to last year, ‘Londis wins Best TV Broadcast Sponsorship at Irish Sponsorship Awards 2025’ highlights how integrated activation can translate brand presence into authentic audience connection across multiple platforms. The recognition underscores a broader shift toward sponsorships that combine creativity, accountability, and measurable engagement as core strategic assets. Additionally, ‘Ibec backs policy research through multi-year institute sponsorship’ points to the growing role of partnerships in supporting thought leadership and institutional influence. Such collaborations signal how sponsorship can underpin credibility and long-term impact. Meanwhile, ‘Lowe’s deepens Inter Miami partnership with record MLS sleeve sponsorship’ illustrates how global brands are scaling sponsorships to secure relevance in fast-moving, culturally resonant markets. The deal also reflects rising expectations around scale, longevity, and strategic intent in elite sports partnerships. These stories suggest sponsorship is no longer a supporting tactic but a central lever of brand strategy. The opportunity now lies in designing partnerships that deliver meaningful reach through purpose, performance, and sustained commitment.