Stay Informed on Corporate Sustainability

Author: Archie Villaflores

The sponsorship sector continues to evolve, driven by purpose-led initiatives, strategic investment, and innovative technologies. Recent developments underscore a focus on measurable impact, stronger engagement, and sustainable growth across partnerships and activations. Turning the clock back to last year’s accomplishments, ‘Barnardos Ireland wins Social Impact Award at Irish Sponsorship Awards 2025’ reflects how values-led partnerships can deliver tangible social benefits while engaging workforces effectively. The recognition underscores the growing expectation for sponsorships to combine purpose, creativity, and measurable outcomes. Our next feature, ‘ONSIDE forecasts growth in Irish sponsorship to €247 million in 2026’, highlights a market poised for expansion, where investment in strategic campaigns is increasingly guided by data, insights, and measurable returns. This growth signals broader opportunities for brands to engage audiences and communities with greater impact. In another development, ‘WSC Sports acquires Partnerbrite to expand sponsorship activation capabilities’ demonstrates how technological innovation is reshaping sponsorship operations. Integrating digital tools with creative strategies is enabling faster, more personalised activations, enhancing both visibility and measurable engagement. These stories illustrate a sector in transformation, where strategic thinking, technology, and social purpose converge to redefine standards of success.

Author: Archie Villaflores

Recognised for its purpose-driven campaign last year, Barnardos Ireland won the Social Impact Award at the Irish Sponsorship Awards 2025, celebrating a partnership that strengthened collaboration, engagement, and meaningful social impact across retail teams.

Author: Archie Villaflores

Garanti BBVA, a leading Turkish bank, has renewed its partnership with the Turkish Basketball Federation for another five years. The agreement covers all national teams and youth programmes, continuing the longest-running sponsorship in Turkish basketball history.

Author: Archie Villaflores

WSC Sports, a New York-based AI sports content company, has acquired London-founded Partnerbrite to enhance digital sponsorship activation. The move adds campaign execution and audience targeting tools to drive measurable fan engagement and brand value.

Author: Archie Villaflores

AG1, the nutritional supplement company formerly known as Athletic Greens, has become Irish Rugby’s Official Daily Nutrition Supplement Partner. The partnership spans grassroots to national teams and includes match-day branding and fan engagement initiatives.

Author: Archie Villaflores

Barista Bar has announced a new sponsorship with CIYMS Rugby Club in Belfast, supporting junior kits, pitch advertising, and community initiatives. The move reinforces the coffee-to-go brand’s local engagement strategy.

Author: Archie Villaflores

The Irish sponsorship market is projected to grow to €247 million in 2026, driven by sport, festivals, and emerging influencer partnerships. ONSIDE’s annual survey highlights rising spend, dynamic exits, and increasing demand for measurable ROI.

Author: Archie Villaflores

Sponsorship across the sectors is undergoing a quiet recalibration, moving beyond visibility towards relevance, credibility, and cultural alignment. This edition reflects a market where partnerships are increasingly judged by the depth of connection they create rather than the scale of exposure alone. Revisiting a standout moment from last year, ‘Kaleidoscope presented by Glenveagh wins Best Entertainment Event Sponsorship at Irish Sponsorship Awards 2025’ captures how purpose-led collaboration was recognised at the highest level. The accolade highlights a shift in the sector, demonstrating how sponsorships can deliver meaningful engagement and reinforce brand values. Moreover, ‘EUROSPAR renews sponsorship of Junk Kouture to champion youth creativity in Dublin’ highlights how continuity and shared values can amplify relevance over time. The partnership reflects a broader shift towards sponsorships that invest in communities and future talent. Meanwhile, ‘Shell named principal sponsor at LNG 2026 to showcase global LNG leadership’ points to how major platforms are used to reinforce strategic positioning and thought leadership. The move underlines sponsorship’s growing role in shaping sector narratives. These stories suggest a sponsorship landscape defined less by spectacle and more by substance. In that shift lies both opportunity and responsibility for brands seeking meaningful reach.

Author: Jed Nykolle Harme

Following its 2025 success, Kaleidoscope presented by Glenveagh won Best Entertainment Event Sponsorship at the Irish Sponsorship Awards last year for a purpose-led partnership that redefined family-focused brand integration.

Author: Times Union

Latham Group, a U.S.-based pool manufacturer, has become an official sponsor of USA Artistic Swimming ahead of the Winter Olympics. The partnership highlights the brand’s focus on athlete development and community engagement in water sports.