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An Post and Abbey Theatre reach finalist stage for Best Arts and Cultural Sponsorship at Irish Sponsorship Awards
Shortlisted for its festive audience activation last year, the Abbey Theatre and An Post's Emma 2024/25 partnership reached the Best Arts and Cultural Sponsorship finalist stage of the Irish Sponsorship Awards 2025, driving nearly 5,000 Christmas cards posted through branded in-venue postboxes. The #Send Love campaign demonstrated how arts sponsorships can deliver measurable commercial outcomes alongside genuine cultural connection, establishing a model for purpose-led brand integration within Ireland's cultural sector.
Record Growth, European Scale: What the ESA’s €34.45 Billion Market Report Means for Irish Sponsorship Strategy
European sponsorship hit €34.45bn in 2025. With Laya Healthcare named in the ESA’s pan-European report, Ireland is punching above its weight and the strategic agenda is clear.
Pepsi MAX named official soft drinks partner of England men's and women's senior football teams
PepsiCo has agreed a four-year partnership with The FA, naming Pepsi MAX as the official soft drinks partner of England's men's and women's senior football teams. The deal includes a founding role in a new FA initiative supporting the women's game.
Lenovo enlists David Beckham to advance AI-driven sports innovation ahead of FIFA World Cup 2026
Global technology company Lenovo has announced a partnership with David Beckham to advance AI-driven innovation in sport ahead of the FIFA World Cup 2026. The deal carries relevance for Ireland, where Lenovo maintains a significant operational presence.
Elvion Water confirmed as official hydration partner of Munster Rugby
Tipperary-based water brand Elvion Water has been confirmed as an official hydration partner of Munster Rugby. The partnership integrates the Irish performance brand into Munster's high-performance environment supported by a coordinated digital and media campaign.
Hockey Ireland signs three-year underage sponsorship deal with Grinds360
Hockey Ireland has announced a three-year sponsorship partnership with Grinds360, Ireland's largest online grinds platform, covering its underage national boys' and girls' teams. The deal supports the development of emerging talent both on and off the pitch.
NFU Mutual renews platinum sponsorship of Bank of Ireland Open Farm Weekend for 2026
UK rural insurer NFU Mutual has renewed its platinum sponsorship of the Bank of Ireland Open Farm Weekend in Northern Ireland for 2026. The free event, organised by the Ulster Farmers' Union, will see 23 farms open their gates across the region.
Flogas shortlisted for Best Sponsorship Brand at Irish Sponsorship Awards 2025
Shortlisted for its Team Ireland partnership last year, Flogas made the Best Sponsorship Brand shortlist at the Irish Sponsorship Awards 2025, driving electricity awareness from 16% to 33% and acquiring 6,500 new customers through ambassador strategy and Olympic-themed activation. The partnership demonstrates how energy brands can leverage major sporting partnerships to deliver measurable commercial outcomes alongside national cultural connection, establishing a model for multi-channel engagement that drives both brand perception and direct customer growth.
From Visibility to Value: Why the Global Sports Sponsorship Boom Demands a Smarter Irish Strategy
The global sports sponsorship market is set to reach $90bn by 2029. Irish investment hits €247m in 2026, driven by digital activation, influencer deals, and AI-led measurement.
Finalto renews Singapore Cricket Club rugby sponsorship for second consecutive season
Global financial services provider Finalto has renewed its sponsorship of the Singapore Cricket Club Rugby Section for the 2026 season. The deal builds on a partnership established in 2024, reinforcing Finalto's community and sporting commitment in Singapore.
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