Purpose wins

Sponsorships this week reveal a shift. Deals aren’t just about visibility or reach. Toyota’s cricket move, 123.ie’s commitment to athletics, and Beamish’s sell-out jersey with Beir Bua all show brands choosing stories that matter. The same goes for A&L Goodbody and Cork Airport, whose partnerships support grassroots growth and community pride. 

Sport remains a powerful stage for brand impact, but the game is changing. Connection, identity, and purpose are taking centre field. That’s where true value is built.