Stay Informed on Corporate Sustainability

Author: Archie Villaflores

Sponsorship is evolving into a strategic tool that goes beyond visibility, shaping how organisations connect with audiences and strengthen brand equity. This edition explores how thoughtful investment in partnerships enhances reach, influence, and long-term engagement across sectors. First, ‘Irish Distillers wins Best Use of Experiential Marketing at Irish Sponsorship Awards 2025’ held just last month highlights the power of experiential marketing to create memorable consumer experiences. Their approach now informs broader sector trends, emphasising creativity, authenticity, and measurable impact in sponsorship strategy. In addition, ‘Hyundai Ireland Continues Sponsorship of Dancing with the Stars’ illustrates the value of sustained investment in high-profile events. The partnership demonstrates how brands can maintain relevance, build loyalty, and strengthen consumer associations over time. Meanwhile, ‘Mercedes Partners with PepsiCo to Promote Global F1 Brands’ reflects how cross-industry collaboration can amplify visibility on a global scale. It highlights strategic alignment where complementary brands leverage sponsorship to reach new audiences and enhance market positioning. These stories show that sponsorship is no longer a transactional exercise but a driver of strategic advantage. They offer insights into how organisations are harnessing partnerships to create measurable impact, deepen engagement, and shape the future of brand influence.

Author: Jed Nykolle Harme

Irish Distillers was recognised at the recently concluded Irish Sponsorship Awards 2025 for its outstanding experiential marketing campaigns. Their achievements highlight excellence in creativity, strategy, and audience engagement within Ireland’s sponsorship landscape.

Author: MARKETECH APAC

India’s World Pickleball League has appointed Komerz India as its exclusive sales and sponsorship agency. The move strengthens brand activations across Season 2 in Mumbai and 57 WPBL On Tour events, creating year-round engagement opportunities.

Author: SportsPro

Mercedes has signed a multi-year global sponsorship deal with PepsiCo, promoting Gatorade, Sting, and Doritos. The partnership enhances brand visibility and fan engagement across Formula One, connecting three major consumer brands with international motorsport audiences.

Author: Love Ballymena

Dale Farm has renewed its sponsorship of the Grand Opera House pantomime in Belfast for the ninth consecutive year. The partnership strengthens the cooperative’s community engagement while supporting Northern Ireland’s arts sector and festive family experiences.

Author: Northern Ireland Football League

BOYLE Sports has become the official betting partner of the Northern Ireland Football League under a new multi-year deal. The partnership spans all leagues and positions the brand at every fan touchpoint across Northern Irish football.

Author: Business Plus

Hyundai Ireland has renewed its sponsorship of RTÉ’s Dancing with the Stars for a third consecutive year. The multi-platform partnership spans television, radio, online and print, giving the brand extensive visibility across Irish entertainment audiences.

Author: Archie Villaflores

The latest edition of our newsletter examines sponsorship as a strategic tool for both commercial and cultural impact. First, ‘Sky Ireland’s Bound By Belief Wins Best Sports Team or Athlete Sponsorship at Irish Sponsorship Awards 2025’ highlights how a unified platform supporting Ireland’s Women’s and Men’s National Football Teams can deliver measurable fan engagement and strengthen brand purpose. The programme’s integration of bursaries and equality initiatives shows sponsorship can drive both cultural change and business results. Meanwhile, ‘Staycity’s Staycity boosts Dublin GAA sponsorship as European expansion accelerates’ demonstrates the role of sponsorship in broader corporate growth. Its support of Dublin GAA complements a wider European expansion strategy, proving that sponsorship can reinforce brand visibility while aligning with operational ambitions across markets. In North America, ‘ScottsMiracle-Gro’s ScottsMiracle-Gro expands sponsorship with Columbus Crew stadium naming rights’ exemplifies the intersection of local community engagement and brand leadership. Beyond naming rights, the partnership supports youth development and encourages public engagement, highlighting how sponsorship can blend visibility with social impact. These initiatives illustrate the evolving expectations for sponsorship: measurable outcomes, strategic alignment with organisational values, and a balance of cultural and commercial returns.

Author: Archie Villaflores

Sky Ireland’s Bound By Belief initiative secured the Best Sports Team or Athlete Sponsorship award at the 2025 Irish Sponsorship Awards held last month. Their approach demonstrates how values-led investment can deliver commercial and cultural benefits across the sector.

Author: Business of Fashion

Mielle Organics, a Procter & Gamble haircare brand, has become the NFL’s first textured hair sponsor in the United States. The partnership includes locker room stocking, courtside marketing, and social content featuring key players and sports personalities.