Bord Gáis Energy's 'It's All Heating Up' campaign wins Best Use of Social Media at Irish Sponsorship Awards 2025

Distinguished for its disruptive approach in 2025, Bord Gáis Energy secured the Best Use of Social Media at the Irish Sponsorship Awards 2025 for an always-on campaign that transformed GAA sponsorship conventions through unexpected humour and platform-native creativity.

The campaign extended beyond standard sports partnership content, combining TikTok-first creative execution, out-of-home integration, and ambassador-led storytelling into a cohesive programme that delivered measurable performance gains across multiple channels.

The partnership united strategic content planning with cultural relevance and platform expertise, brought to life through fresh creative ideas that broke category conventions. By prioritising entertainment value and authentic engagement over traditional sponsorship messaging, the campaign maintained consistent social momentum while achieving clear performance benchmarks.

A defining element of the programme was its multi-channel integration, demonstrating how humour and unexpected creative approaches could maximise reach and engagement within competitive sports sponsorship environments.

Judges highlighted the campaign's ability to disrupt established category norms through strategic creativity. "Bord Gáis delivered a standout campaign that brilliantly disrupted the traditional GAA sponsorship space. Using humour and fresh, unexpected ideas, the multi-channel activation seamlessly integrated TikTok, OOH, and ambassador content to engage audiences and drive strong social performance. With clear benchmarking against targets and impressive consumer engagement, the campaign demonstrated creativity, strategic insight, and measurable impact," the judging panel noted.

The achievement reflected the standards of the Irish Sponsorship Awards, where leading partnerships increasingly demonstrated how sponsorships could combine platform-native creativity, cultural relevance, and performance rigour. Bord Gáis Energy's success underscored the power of disruptive thinking to create differentiated impact within established sponsorship categories.

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