This week’s Amgen Irish Open will be dominated by the players, with Rory and Shane especially to the fore, but there is also a strong business story to be told, and other areas featuring beyond the K Club’s world-famous greens.
Amgen at the Helm
As the title sponsor, Amgen will dominate the branding at the course and on TV around the world.
The biotech giant’s acquisition of Horizon Therapeutics brought a deeper Irish footprint and an opportunity to anchor the Irish Open within its global brand story.
With 25 years of investment in Ireland, Amgen’s support is about signalling local commitment as much as it is about aligning with the global prestige of the DP World Tour.
The brand also sponsors the AIB GAA All Ireland Club Football Champions of 2025, Cuala GAA, in whose area the company’s main base in Ireland is.
Food, Wellness and Energy
This year, Yoplait SKYR will make its debut as the Official Yoghurt Partner, bringing a wellness angle into the Championship Village with complimentary high-protein bowls and visible branding.
It’s a partnership that captures the growing consumer demand for health-focused experiences at live events.
Tournament organisers and the DP World Tour are also embedding sustainability into every layer of the fan and player experience.
Britvic’s Aqua Libra will take centre stage as the new official water partner, helping the event go plastic-free for the first time by offering dispensed and canned options.
Heineken continues to drive its cup deposit return scheme, while waste segregation on-site integrates the wider national Deposit Return model.
These operational moves are complemented by a Sustainability Forum, run in partnership with Golf Ireland, which will highlight how golf in Ireland and across the DP World Tour is working to reduce environmental impact.
Fan Experience
Fan engagement has become a central part of the tournament experience.
Two initiatives, the Academy, where PGA professionals guide fans through swing analysis, and the Arcade, a digital playground blending VR and golf games—underscore the Tour’s ambition to make events family-friendly and digitally relevant.
For sponsors, these activations offer natural storytelling opportunities across social media and broadcast.
Star power of course remains a powerful driver.
Rory McIlroy will not only headline the field but also participate in a Q&A with Shane O’Donoghue and showcase his full set of Major trophies in the village over the week.
Community and Inclusivity
The Irish Open will also break new ground in inclusivity. For the first time, the G4D Irish Open (Golf for the Disabled) will be staged at The K Club, giving elite golfers with a disability a platform on the same stage as the DP World Tour stars.
Community impact also extends through the official charity partnership with Make-A-Wish Ireland.
A new “Birdies for Wishes” initiative on the 18th hole will raise vital funds throughout the week.
On Saturday, “Super Saturday” will see fans encouraged to wear green, with Amgen pledging a €2 donation for every supporter who joins in.
Celebrity Appeal
The Pro-Am on Wednesday promises to stretch golf’s reach across Irish sport and culture. From Johnny Sexton to Paudie and David Clifford, Jacqui Hurley to Josh van der Flier, the blend of rugby, GAA, media and golf ensures broad media coverage—and with it, broad sponsor visibility.
For partners, the social amplification from this cross-over cast is important as well as the unique way to entertain key clients right at the heart of tournament, playing alongside the stars.
Local Supplier, Global Reach
Partnerships aren’t just global, they’re local too. C11 Recovery, Ireland’s leading mobile sports recovery and wellness provider, will service players on-site throughout the week.
Already an official DP World Tour Supplier at ten events this season, their presence in Kildare is a full-circle moment for Managing Director Ryan Casey, a local entrepreneur now building major business links across the Middle East.
It’s a strong reminder of how Irish businesses can scale globally through sport.
Hospitality at the Core
At the heart of the commercial model sits hospitality, and this year Thp (The Hospitality Partnership) once again partners with the DP World Tour across their hospitality programme.
From Ticket+, offering enhanced fan comforts, to the River Club’s refined dining and the Green on 18’s unrivalled view of the tournament’s climax, the tournament ensures every detail matches the expectations of corporate partners and VIP guests.
Hospitality remains the premium entry point for Irish and international businesses looking to entertain clients, reward teams, or simply enjoy the unique atmosphere of one of Europe’s leading golf tournaments.
In a crowded sporting calendar, Thp follow on from their partnership with The Open at Royal Portrush to The K Club, where the Irish Open continues to deliver value well beyond the fairways.
A Showcase of Sport and Business
Sport for Business will be taking part in the sustainability Forum on Thursday and will be at the course through the week as well, soaking up the great golf and checking in on the commercial partnerships and storylines that lie behind the delivery of another great tournament.
SPORT FOR BUSINESS AUTUMN EVENTS
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