Rugby reigns and music matters in Ireland’s evolving sponsorship scene

Guinness and Three have emerged as Ireland’s top sponsors in a market that surged 29% in Q1, according to Onside’s latest review. Guinness claimed top honours in sport, thanks to its headline role in the Six Nations, while Three led the non-sporting charge with its music and venue-led strategy.

The review signals a strong consumer pull toward partnerships that balance passion and purpose—rugby remains the anchor sport, with five of the top ten admired sponsors linked to the IRFU. Meanwhile, cause-driven campaigns like Electric Ireland’s Darkness Into Light are proving the power of values-based sponsorship.

With legacy brands like Vodafone, Lidl, Allianz, and SuperValu holding ground, the message is clear: authentic, high-impact partnerships still win hearts—and shelf space.

Read the full article to explore what’s driving sponsorship success in Ireland’s shifting landscape