Ireland’s sponsorship landscape saw strong growth in early 2025, according to new data released today by Sport for Business member ONSIDE, the country’s leading sponsorship consultancy firm.
The Q1 2025 edition of ONSIDE’s Quarterly Sponsorship Review revealed a 29% increase in sponsorship deals between January and March compared to the same period last year.
The report identified Guinness as the most appealing sports sponsor in Ireland for the first quarter of the year, driven by its high-profile support of both the Men’s and Women’s Guinness Six Nations Championships.
Vodafone, a long-term partner of the Irish Rugby Football Union (IRFU), ranked second, while Lidl placed third for its ongoing support of the Ladies Gaelic Football Association (LGFA).
In the non-sports category, Three topped the rankings, credited for its strong presence in music and entertainment through its naming rights partnerships with the 3Arena and The 3Olympia.
Electric Ireland, recognised for its long-standing partnership with Pieta’s Darkness Into Light campaign, ranked second, with SuperValu’s Tidy Towns sponsorship placing third.
The review also highlights the continued commercial strength of rugby in the Irish market. Despite Ireland’s underwhelming performance in the 2025 Six Nations, five of the top ten most admired sports sponsors have significant ties to rugby. In addition to Guinness and Vodafone, other leading IRFU sponsors such as Aviva, Bank of Ireland, and Aldi were prominent in the rankings.
Among sports personalities, Connacht’s Bundee Aki emerged as the most recognisable, admired, and influential figure in Irish rugby. Leinster players James Lowe and Caelan Doris followed closely behind.
Beyond rugby, several other standout sponsorships were highlighted.
Lidl’s commitment to the LGFA through the Lidl National Leagues, Allianz’s backing of Paralympics Ireland and the Olympic Federation of Ireland, and AIB’s multi-code GAA sponsorships were all recognised.
Sky also featured prominently for its support of both the Women’s and Men’s National Football Teams.
ONSIDE’s Director of Intelligence & Insight, Kim Kirwan, said the findings reflect a dynamic and responsive sponsorship market in Ireland:
“Our Q1 review underscores the value of authentic partnerships that engage the Irish public,” she said.
“Rugby continues to deliver for brands seeking strong consumer connections, while initiatives like Darkness Into Light show the growing appeal of purpose-driven sponsorships.”
ONSIDE’s Quarterly Sponsorship Review has tracked Irish consumer attitudes towards sponsorship across sport and non-sport sectors since 2016.
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