Rory Sheridan is set to step down from his role as Sponsorship Lead at Guinness, bringing to a close a significant period overseeing one of the most high-profile sports sponsorship portfolios in Ireland and internationally.
During his tenure, Sheridan played a central role in shaping Guinness’ activation strategy across major properties, most notably its title sponsorship of the Six Nations Championship, where the brand has become synonymous with the modern fan experience both in stadium and across digital platforms.
Beyond rugby, Guinness has also built a strong presence in football through its partnership with the Premier League, extending its reach into one of the most globally watched sports competitions and engaging a broader international audience.
Closer to home, Sheridan oversaw continued investment in Irish racing, with Guinness maintaining high-profile associations with flagship fixtures such as the Punchestown Festival and the Galway Races, events that combine elite sport with major social and commercial impact.
His work helped deepen Guinness’ connection with sports audiences across multiple codes, blending traditional brand heritage with contemporary storytelling and fan engagement.
Campaigns under his leadership regularly focused on inclusivity, responsible consumption, and expanding the reach of sport to broader and more diverse audiences.
The departure comes at a time when Guinness continues to hold a strong position within the global sports sponsorship landscape.
No immediate successor has been confirmed, and it is understood that the transition will take place over the coming months.
Sheridan’s next move has yet to be announced, though his experience across major sponsorship platforms is likely to make him a sought-after figure within the sports marketing and commercial sector.
He has been a long term friend and supporter of Sport for Business and we wish him all the very best of luck and good fortune in whatever the next chapter holds.
If you would like to be part of the Sport for Business community and see your organisation in our content, on our stages, and in the conversation happening every day around the commercial world of Irish Sport, email us today and let’s see what is possible.
Image Credit: Guinness and Inpho.ie
ABOUT SPORT FOR BUSINESS
Sport for Business is Ireland’s leading platform focused on the commercial, strategic and societal impact of sport. It connects decision-makers across governing bodies, clubs, brands, agencies and public institutions through high-quality content, events and insight. Sport for Business explores how sport drives economic value, participation, inclusion and national identity, and how your story can be part of ours.
Through analysis, storytelling and convening the sector, it helps leaders understand trends, share best practice and make better-informed decisions. Its work positions sport not just as entertainment, but as a vital contributor to Ireland’s social and economic fabric.
Find out more about becoming a member today.
Or sign up for our twice-daily bulletins to get a flavour of the material we cover.
Sign up for our News Bulletins here.
Upcoming Events
