Three is Ireland’s top mobile provider, with a 42% market share serving a customer base of nearly 5.1 million and is characterized by investments in its 5G and 4G networks, which have over 94% and 99% coverage, respectively.
Through their long-term partnership with Live Nation, Three are a prominent supporter of live music in Ireland with a portfolio that includes festivals, venue sponsorship, and exclusive presale tickets for Three customers.
Over the past number of years Three have enjoyed considerable success through their City Stages initiative helping to promote and launch the careers of grassroots musicians across the country with a number of acts who took part now signing to major record labels and touring regularly. Alongside this, a strategic and targeted venue activation plan to drive sponsorship awareness at 3Arena and 3Olympia through customer exclusive perks such as front row seats and VIP events have led to an increase in brand health across the venues with all activity underpinned by a creative and consistent content steam on Three’s social channels leading them being named the top non-sports sponsor in Ireland in Onsides 2025 report.
Three’s music sponsorships offer strong emotional equity but at times face challenges in conversion, freshness, and visibility. After a successful run, 2025’s activity required the brand to continue that success by adding a fresh and creative new layer that bring focus back across the entire sponsorship portfolio.
