Guinness has been named Ireland’s most appealing and impactful sponsor of the past decade, capping a remarkable period for the brand that continues to set the standard for creative and authentic partnerships.
The announcement was made today at the ONSIDE / Marketing Institute Ireland (MII) Who Won Sponsorship Series Conference, where Guinness also collected the title of Best Overall Sport Sponsorship of 2025. The awards were voted on by both Ireland’s marketing professionals and the public, underlining the brand’s continued strength and resonance across Irish sport and culture.
This year’s conference carried the theme “The Classics vs New Hits”, celebrating the enduring appeal of traditional sponsorship powerhouses alongside the innovation and creativity shaping the next generation of campaigns.
We heard from a top-class line-up of speakers, including Max Hamilton of the European tour and Ryder Cup; Rachael Blackmore, Sarah Healy and Linda Djougang from the worlds of racing, athletics and rugby, Gerry Nixon of Vodafone, Orlaith Fortune of AIB, Sarah Gelletlie of Electric Ireland, Ronan Jones of Whoop, Aoife Clarke of the IRFU and Inge Singeorzan of Red Bull among others.
We will have a number of reports from the event over the coming days.
Sponsorship Market Hits Record High
2025 has been another buoyant year for sponsorship in Ireland, with total market value rising to an estimated €236 million — up 5% on 2024 — fuelled by a record number of deals across both sport and non-sport sectors.
ONSIDE’s Director of Intelligence & Insight, Kim Kirwan, said the strong momentum from 2024’s Olympic success has carried through into 2025.
“Following a hugely successful Olympic year in 2024, the Irish Sponsorship Industry continued its strong growth in 2025,” she said.
“Women’s sport, now more than ever, is providing a huge opportunity for sponsors, highlighted by Vodafone’s support of the Ireland Women’s Rugby team at the Rugby World Cup and Lidl’s continued partnership with the LGFA. It’s fantastic to celebrate these standout sponsorships across both sport and non-sport at this year’s conference.”
Shane McGonigle, CEO of Marketing Institute Ireland, added that sponsorship’s role as a driver of business growth is now stronger than ever.
“Sponsorship continues to grow in Ireland, highlighting its strategic importance in delivering business success,” said McGonigle. “There are expanding opportunities for businesses to engage with sportspeople and properties, both domestically and internationally, based on shared values and success.”
The Best of Irish Sponsorship
Alongside Guinness, Lidl, Bank of Ireland, and Vodafone filled out the top places in the ranking of Ireland’s most appealing and impactful sponsors of the decade — each recognised for the strength, creativity and purpose of their long-term commitments to Irish sport.
It is particularly pleasing to note that all three are members of the Sport for Business community, reflecting the quality and innovation of organisations actively shaping the future of Irish sponsorship.
The national games continue to play a central role in the sponsorship landscape, with 70% of marketing professionals rating AIB’s GAA partnership as one of the most effective campaigns in the market.
Golf sponsorships also stood out, with Amgen and KPMG recognised for their backing of the Irish Open and Women’s Irish Open, while the public voted Bank of Ireland as the most appealing golf sponsor overall.
The industry also identified Rory McIlroy as Ireland’s most marketable sports star of 2025, ahead of Shane Lowry and Rashidat Adeleke (joint second) and World Champion Kate O’Connor in third.
Beyond Sport: Culture and Creativity
Ireland’s music, arts and entertainment scene also played a major role in sponsorship activity this year, with Guinness’ Cork Jazz Festival, Bord Bia Bloom, and the Paddy Power Comedy Festival all cited as highly effective campaigns.
Three, Very, Diageo and Electric Ireland were recognised as leaders in non-sport sponsorship, while Canterbury, Aldi, Allianz, SuperValu, BMW and DP World were also praised for their meaningful impact.
Guinness on the Power of Connection
Accepting the award, Rory Sheridan, Head of Partnerships at Diageo, spoke of Guinness’ belief in the emotional connection that underpins great sponsorship.
“For Guinness, sponsorship is about forging genuine connections and celebrating shared passions with our consumers,” said Sheridan. “It’s about bringing people together and enriching those moments that truly matter. That philosophy is at the core of everything we do, and it’s why we’re incredibly proud to be recognised as the most impactful sponsor in the Irish market for both the past decade and in sport this year.”
“This recognition is especially meaningful given the competitive sponsorship landscape in Ireland, where creativity consistently sets a high bar. We extend our sincere gratitude to ONSIDE and MII, and to all our rights holder partners — from the Men’s and Women’s Guinness Six Nations to the Guinness Cork Jazz Festival — who help us bring these connections to life.”
Image Credit: Onside and MII
Further Reading for Sport for Business members:
Read our Sport for Business Coverage of Sponsorship
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December 9th – Our 12th Annual Women in Sport Conference in partnership with Lidl.
January – The Sporting Year Ahead 2026 in partnership with Teneo.
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