The 2025 Irish Sponsorship Awards will take centre stage at the Royal Marine Hotel in Dún Laoghaire this evening, November 13th, bringing together leading brands, agencies, and rights holders to celebrate the very best of partnership, creativity, and impact across Irish business and society.
Sport will once again dominate much of the conversation — from enduring relationships in Gaelic games to innovative platforms in women’s sport — but this year’s shortlist also highlights a growing maturity and diversity in the sponsorship landscape. Culture, sustainability, technology, and community initiatives all feature strongly, showing how Irish sponsorship continues to evolve well beyond traditional boundaries.
In the Best Sporting Event Sponsorship category, the scale and ambition of Ireland’s sports partnerships are on full display. Aer Lingus’ title role in the College Football Classic has become a standout case study in how sport can drive tourism and storytelling, transforming an American spectacle into an Irish tradition. It’s sponsorship not just as a brand exercise, but as a cultural bridge.
Equally compelling is KPMG’s partnership with the Women’s Irish Open, which has revitalised the tournament and cemented KPMG’s reputation as a leading advocate for women’s sport. The investment has brought new visibility to elite women’s golf and delivered real momentum for participation and profile alike.
Having spoken as a recipient of the Outstanding Achievement Award last year, I’ve been invited back to take part in a panel discussion on what makes sponsorship work, as part of the evening’s proceedings.
The Best Sports Team or Athlete Sponsorship category features some of the strongest campaigns of the year. Supermac’s and Galway GAA celebrate 35 years together, a milestone of local pride and national resonance. “We’ve grown alongside Galway GAA — it’s part of who we are,” said Supermac’s founder Pat McDonagh.
Sky Ireland’s “Bound by Belief” campaign exemplifies storytelling-led sponsorship, putting athletes and emotion at the heart of its creative work. Meanwhile, KPMG’s “Inspiring the Future” initiative and PwC’s sponsorship of the Ireland U20s rugby team showcase how sustained support for talent pathways and leadership development can deliver both sporting and social value.
The rise of women’s sport continues to reshape the sponsorship landscape, and the Best Sports Sponsorship for Women category reflects that transformation. Shortlisted campaigns from Certa and Cricket Ireland, DFI Beds, KPMG, PwC Camogie All-Stars, and Sky Ireland each demonstrate how meaningful, long-term investment is replacing token gestures with real impact and visibility.
Among the wider shortlist, several more Sport for Business members have also earned multiple nominations. Bord Gáis Energy is recognised across several categories, building on its creative storytelling and sustained support for community and cultural initiatives. Sport Endorse, the athlete-brand connection platform, is shortlisted for its innovative approach to digital activation and data-led sponsorship solutions. Meanwhile, Greyhound Racing Ireland has been nominated in multiple categories for campaigns that highlight both the heritage and modernisation of the sport through strong fan engagement and digital storytelling.
Beyond sport, the Irish Sponsorship Awards continue to highlight the full spectrum of brand partnerships shaping modern Ireland. Best Arts & Cultural Sponsorship celebrates creativity and accessibility, while Best Sustainability Initiative in Sponsorship recognises brands integrating environmental values into their activation strategies. Best Community Sponsorship once again brings forward projects with tangible social impact — reminding the industry that the most powerful partnerships often begin at the local level.
Innovation and measurement underpin this year’s Best Use of Digital, Creative Activation, and Best Brand Sponsorship categories, reflecting a shift toward sponsorships that are as accountable as they are imaginative. Meanwhile, Cause-Related Sponsorship entries showcase the growing convergence of purpose and profit — a sign that Irish brands are thinking about sponsorship not only in terms of exposure, but of contribution.
We’ll have a full report on all the winners on Sport for Business Tomorrow morning.
Image Credit: Irish Sponsorship Awards
Further Reading for Sport for Business members:
Read our Sport for Business Coverage of Sponsorship
SPORT FOR BUSINESS Upcoming Events
November 20th – Playing for the Planet – A new event focused on Sustainability in Sport with the Department of Culture, Communications and Sport
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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