Irish sponsorship continues to assert itself as a European leader in strategy, creativity and social impact, with over 30 Irish-led programmes shortlisted over 50 times across categories of the 2026 European Sponsorship Awards — a level of representation that reflects both the scale and sophistication of the domestic market.
The winners will be unveiled in London tonight and the very best of luck to all of our Sport for Business members that have travelled over with space to spare in their baggage, hopefully to have it filled for tomorrow’s return
Spanning sport, culture, community, media and entertainment, the shortlisted campaigns demonstrate how Irish brands are increasingly using sponsorship as a long-term platform for engagement rather than short-term exposure.
From elite sport to grassroots participation, and from live events to purpose-led storytelling, the breadth of activity signals a mature ecosystem built on insight, authenticity and measurable outcomes.
Sport remains a central pillar.
AIB’s portfolio features prominently, with programmes including the GAA Football All-Ireland Senior Championship, Club Championships, Club Player Awards, The Toughest Traits, and its support of The GOAL Mile. Together, they illustrate how one sponsor can activate at the elite, club, and community levels while maintaining a consistent brand narrative.
Similarly, Electric Ireland’s shortlisted work — from Parent POV and the GAA & Camogie All-Ireland Minor Championships to Ireland’s Greenest Places with The Irish Times — highlights a strategy rooted in family, sustainability and future participation.
Energia’s Rugby For All and Bank of Ireland’s Never Stop Competing programmes reinforce the role sponsorship can play in widening access and supporting long-term pathways. SSE Airtricity’s connection to fans of the League of Ireland is also recognised.
Major global brands with Irish roots also feature strongly. Guinness is shortlisted across content, live event and inclusion-focused activations, while Aer Lingus’ College Football Classic, including its association with the Pittsburgh Steelers, continues to position Ireland as a destination for major international sporting events.
Cultural sponsorship is equally prominent. The An Post Irish Book Awards, Smirnoff Stage at Electric Picnic, IMAGE PwC Businesswoman of the Year Awards, and The Very Traitors Ireland sponsorship reflect how Irish brands are extending sponsorship thinking into media, arts and entertainment with the same rigour traditionally applied to sport.
The 2026 ESA shortlist confirms that Irish sponsorship is no longer defined by scale alone, but by clarity of purpose, creative confidence and long-term commitment.
We are proud to be one of the Judges in the Best of Europe Category of the 2026 ESA Awards
Irish-Led Campaigns Shortlisted for the 2026 European Sponsorship Awards, many of them across multiple award categories:
AIB Club Player Awards
AIB GAA Club Championships 2024/25
AIB GAA Club Championships
AIB GAA Football All-Ireland Senior Championship
AIB The GOAL Mile, proudly supported by AIB
AIB The Toughest Traits
Aer Lingus & the Pittsburgh Steelers
Aer Lingus Aer Lingus and the Aer Lingus College Football Classic
An Post Irish Book Awards – Turning Pages Across the Nation
Athletics Ireland x 123.ie Partnership
Bank of Ireland Supporting Grassroots Rugby to Never Stop Competing
Bord Gáis Energy It’s All Heating Up – Proud Sponsor of the Hurling Championship
Cairn Cairn Community Games
Centra Hurling for Cancer Research
Centra for Traitors Ireland
Dalata U20 Football Championship
Electric Ireland GAA & Camogie All-Ireland Minor Championships
Electric Ireland Parent POV
Electric Ireland The Irish Times – Ireland’s Greenest Places
Energia Rugby For All
Guinness & the Premier League
Guinness FanFair
Guinness Men’s Six Nations 2025 – Launch
IDA Ireland x Guinness Never Settle Boot
Kellogg’s GAA Cúl Camps
Londis Proud Sponsors of Ireland’s Fittest Family
Mercedes Benz and Traitors Ireland
Movember and the GAA
PwC Ireland IMAGE PwC Businesswoman of the Year Awards 2025
PwC Ireland x IRFU 20 Years of Championing Ireland’s Next Generation
Red Click and Dublin Bikes
Sky Bound by Belief – Sky & Irish Football
The Smirnoff Stage at Electric Picnic
SSE Airtricity Powered by People
Three Ireland
Vhi Women’s Mini Marathon 2025
Very Proud Sponsor of The Traitors Ireland
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: Sport for Business
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
