Authentic cultural alignment separates standout sponsorships at Irish Sponsorship Awards 2025

Sponsorship works best when the brand belongs to the cultural moment it supports. Several winners and finalists at the Irish Sponsorship Awards 2025 showed that audiences respond to partners who enhance an experience rather than interrupt it.

Mediahuis won Sponsorship of the Year and also took Best Multi-Platform Sponsorship, Best Radio Broadcast or Podcast Sponsorship, and Best Use of Digital. Judges praised its storytelling, cross-channel activation, and understanding of audience engagement, noting that its partnerships turned sponsorship into genuine connection.

Irish Distillers won Best Use of Experiential Marketing for Jameson’s activation at All Together Now. Having built cultural credibility through music, Jameson reached number one in Brand Closeness by 2022. As competition grew, the brand shifted towards consumer experiences that deepened its target audience’s relationship with it. Jameson’s Other Voices music trail also reached the Best Entertainment Event Sponsorship final, supporting emerging Irish talent.

Kaleidoscope presented by Glenveagh won Best Entertainment Event Sponsorship. The year-round partnership combined immersive on-site environments and hands-on design workshops with a bespoke treehouse build that left a lasting legacy. Judges said it turned sponsorship into a lived experience for families.

Bord Gáis Energy won Best Use of Social Media with “It’s All Heating Up”, an always-on campaign that brought humour and unexpected ideas to GAA sponsorship. The multi-channel activation integrated TikTok, out-of-home, and ambassador content, and benchmarked clearly against its targets. Judges said it disrupted the traditional GAA sponsorship space.

Supermac’s reached two finals. Its Jersey Scanner, an AI-driven platform that turns jerseys into interactive tools, aimed to sustain fan engagement between games. Its 35-year partnership with Galway GAA reached the Best Sports Team or Athlete Sponsorship final, reflecting long-term commitment to local sporting culture.

CUPRA’s Sound Garden, delivered by Grooveyard at Beyond the Pale 2024, was a finalist in Best Use of Experiential Marketing. The design-led experience blended music, sustainability, and storytelling across 40 hours of live entertainment.

The entries shared three features. Each brand earned its place in the cultural moment through content, experience, or sustained commitment. The activity was designed around the audience rather than the logo. Measurable outcomes followed from that authenticity.

For past winners, category details, and updates, visit the official Irish Sponsorship Awards website and subscribe to the newsletter for exclusive insights and coverage from Ireland's sponsorship sector