Stay Informed on Corporate Sustainability

Author: Archie Villaflores

MTC, a Namibian telecommunications company, has invested more than N$30 million (€1.59 million) in sponsorships, with 13 current beneficiaries valued at N$19.3 million supporting sport, arts, culture and community development initiatives across Namibia.

Author: Archie Villaflores

Hummel, a global sports brand operating through South Korean company Dae Won Inos, has extended its official sponsorship with the Korea Sepak Takraw Association through 2027, continuing equipment support established in 2023 for national team competitions including the Asian Games.

Author: Archie Villaflores

Electric Ireland has become official energy sponsor of the Irish Hotels Federation in a three-year agreement, deepening the Irish energy provider's engagement with the hotel sector after more than ten years as joint sponsor of the IHF Annual Conference.

Author: Archie Villaflores

D/RES Properties, one of Ireland's largest private residential developers, has been confirmed as co-sponsor of the 2026 KPMG Women's Irish Open, strengthening commercial backing behind the tournament taking place at The K Club in August 2026.

Author: Archie Villaflores

Fexco, an Irish financial services company, will act as lead sponsor of Kerry FC's Women's Development Team competing in the inaugural Women's Development League under League of Ireland from 2026, supporting equal opportunities and local talent development.

Author: Archie Villaflores

Creative disruption and strategic commitment that extend beyond traditional partnership frameworks are key to sponsorship effectiveness. Value emerges where platform-native content, grassroots investment, and expanded activation models converge to deliver engagement and measurable commercial outcomes. Harking back to one of last year's successes, 'Bord Gáis Energy's 'It's All Heating Up' campaign wins Best Use of Social Media at Irish Sponsorship Awards 2025' demonstrates how humour-driven, TikTok-first content disrupts established sports sponsorship conventions. The campaign proved that entertainment value and authentic engagement outperform traditional messaging within competitive sponsorship environments. Furthermore, 'Pat O'Donnell & Co backs Clare Camogie across three squads' illustrates how regional sponsors support multi-tier athlete development through long-term infrastructure investment. Partnership alignment with player pathway programmes strengthens grassroots sport whilst reinforcing brand values around dedication and performance excellence. Meanwhile, 'Bioglan extends World Surf League Asia Pacific partnership through 2027' reflects how established partnerships expand through title sponsorship elevation and ambassador-led campaigns. Multi-year commitments across championship and challenger events demonstrate strategic positioning within high-growth sporting properties. These stories frame a sector where creative execution, development investment, and strategic expansion determine partnership value. Explore each article to understand how creativity and commitment are advancing sponsorship sector effectiveness.

Author: Jed Nykolle Harme

Awarded Best Use of Social Media at the Irish Sponsorship Awards 2025, Bord Gáis Energy's "It's All Heating Up" campaign disrupted traditional GAA sponsorship conventions through humour-driven content that delivered strong engagement and measurable performance across multiple platforms.

Author: Archie Villaflores

Philips Television has announced multi-year sponsorships with University of Arkansas Razorbacks football and basketball programmes and Northwest Arkansas Naturals baseball team, extending brand visibility through matchday activations and fan promotions.

Author: Archie Villaflores

Bioglan, an Australian-owned pharmacy-only vitamins and supplements brand, has extended its partnership with the World Surf League Asia Pacific through 2027, becoming title partner of Newcastle Surfest and maintaining support across Championship Tour and World Longboard Tour events.

Author: Archie Villaflores

Zaggle, an Indian fintech and spend management company, has become official sponsor of Ireland Men's Cricket Team for the ICC Men's Twenty20 World Cup 2026, marking the company's first major association with a global ICC event.