FBD Insurance's programme claims dual wins at Irish Sponsorship Awards 2025

Looking back to last year’s excellence, FBD Insurance claimed double honours at the Irish Sponsorship Awards 2025, winning Best Societal Sponsorship and Best Grass Roots Sponsorship for a programme that connected brand purpose with measurable business outcomes across Ireland's SME and community sectors.

The "Funding, Backing, Donating" initiative extended beyond traditional sponsorship models, combining portfolio-wide activation, multi-channel engagement, and community-focused investment into an integrated programme that delivered performance gains across brand awareness, trust metrics, and customer loyalty indicators.

The programme united strategic commercial objectives with genuine community impact, brought to life through support for over 350 local initiatives annually. By integrating digital platforms, social channels, in-branch activations, and event partnerships, FBD created a cohesive framework that maintained consistent engagement while achieving clear performance benchmarks across multiple touchpoints.

A defining element of the approach was its dual focus on SME-targeted brand building and grassroots community connection, demonstrating how scaled local investment could drive national brand metrics. This strategy ensured that the initiative not only delivered immediate community benefit but also established sustainable competitive advantage through strengthened brand loyalty and customer experience.

Judges highlighted the programme's ability to link purpose-driven activity with commercial rigour. "This entrant caught the attention of our judges for their innovative activation of a combined sponsorship portfolio, delivering measurable increases in brand awareness and trust. The SME-focused campaign showcased strategic thinking, meaningful engagement, and strong testimonials highlighting impact," the panel noted.

For the grass roots category, judges emphasised the programme's reach and effectiveness. Supporting over 350 community initiatives annually, the programme combines digital, social, in-branch, and event activations to create meaningful connections. Its clear influence on brand loyalty, customer experience, and community wellbeing showcases a sponsorship strategy that is both inclusive and highly effective. 

The dual achievement reflected the standards of the Irish Sponsorship Awards, where leading partnerships increasingly demonstrated how sponsorships could deliver commercial performance alongside genuine societal benefit across multiple sectors.

Visit the Irish Sponsorship Awards official website to explore past winners, award categories, and subscribe for updates on Ireland's sponsorship landscape.