Congratulations!
2026 ESA Awards in partnership with Pearlfinders
• Agency of the Year
Recognising the very best agency or consultancy engaged in sponsorship (or related disciplines) work
– 17 Sport
– dentsu Sports International
– Ear To The Ground
– MSQ Sport + Entertainment WINNER
– NOSLEEPTILLBROOKLYN
– Oak View Group
– The Space Between COMMENDED
– WeAreFearless. COMMENDED
• Arts & Culture Sponsorship
An award specifically focused on the arts and culture sector – for a campaign, activation or holistic partnership
– Amazon Music City Sessions presented by Aviva
– An Post Irish Book Awards: Turning Pages Across the Nation
– Canon & RNIB – World Unseen WINNER
– Free Rock Hands – Posten Delivers the Festival Experience All the Way Home
– National Theatre in partnership with BNP Paribas: Connections 2025
– OBOS Christmas Gala – A Self-Financed Cultural Tradition
– Southbank Centre & the LEGO Group: We Built That
– The Breathing Space by Gjensidige HIGHLY COMMENDED
– Tommy Hilfiger and F1 The Movie: Blurring the Lines of Fashion, Film and F1
• Best Employee Engagement
The best activation of a sponsorship through a campaign targeted at engaging employees – utilising internal comms, activations or activities
– The McDonald’s Cup
– The Pfizer Cycle 2025 WINNER
• Best Use of Content < €1M
Celebrating the most effective use of content in a sponsorship campaign. Rights fees < €1M
– AIB’s The Toughest Traits with Kieran Read
– Charles Tyrwhitt x The Lions: With Pride.
– Deep Heat & Deep Freeze x HYROX: From Cliché to Credibility HIGHLY COMMENDED
– Electric Ireland: Parent POV
– Pringles x Cole Palmer – HOT vs COLE
– SSE Airtricity: Powered by People – A League United by Story
– Suss or Sound? Centra Content Champions of the Traitors Ireland WINNER
– The Breathing Space by Gjensidige
• Best Use of Content €1M+
Celebrating the most effective use of content in a sponsorship campaign. Rights fees €1M+
– Bank of Ireland Never Stop Competing
– Carlsberg x The Fare Game COMMENDED
– DP World x BMW PGA Championship | Keep Your Cool
– GUINNESS & THE PREMIER LEAGUE
– O2 x England Rugby for WRWC 2025: Cha-Rugby G, the Red Roses’ PR Manager
– The House of Cycling Dreams: Turning Passion into Powerful Content COMMENDED
– Three: Nothing bigger than live
– Tommy Hilfiger and F1 The Movie: When Content Became Culture WINNER
– Visa: Take Your Driver To Work Day
• Best Use of Cutting-edge Technology
Celebrating the innovative use of technology in the sponsorship sector. This award can be for the tech itself or for the application of the tech in sponsorship, such as selecting an asset, engaging with customers or enhancing an activation
– caytoo: A new way to solve the #1 challenge in sponsorship sales
– Guinness FanFair COMMENDED
– Smart Sponsorship: How Sky Atlantic & Volvo Redefined Broadcast Sponsorship HIGHLY COMMENDED
– The R&A and Husqvarna at the AIG Women’s Open
– Three x Chelsea FCW: We See You Lily Parr WINNER
• Best Use of Measurement & Insight
The best example of actionable use of data/ insights/ analytics, demonstrating intelligent use of quantitative or qualitative insights, and how this has positively impacted decision-making in commercial partnerships or sports and entertainment campaigns
– Best in class measurement for rugby’s most loved annual occasion
– Bound By Belief, Sky and Irish Football WINNER
– Energia – Rugby For All
– GSIQ | Real-World Sponsor Precision
– The Breathing Space by Gjensidige
– Visa Cash App RB F1 Team x Blauw – Team Image Sponsorship AccelerAItor COMMENDED
– World Aquatics & IRIS – Demonstrating global reach and sponsorship impact HIGHLY COMMENDED
• Best Use of PR
The best example of how PR has been used as part of a sponsorship campaign, or in a tactical way to activate around a sport and music event/ moment/ news story, driving measurable ROO (rather than solely focusing on media value or reach)
– Carlsberg x The Fare Game
– FedEx x UEFA Champions League Trophy Delivery: Walk of Champions
– How Van Rysel Became the Talk of the Grand Départ 2025 in Lille
– Movember Ahead of the Game in partnership with the GAA/GPA WINNER
– Novotel x PSG – La Suite Novotel by ALL.com x Novotel Legendary Rooms
– PR That Made the Difference for Dalata and the U20’s Championship
– Saatchi & Saatchi x London Sport: More Ball Games Campaign HIGHLY COMMENDED
– Sky Bet – How PR Turned a Football Partnership into a Life-Saving Movement
– Tommy Hilfiger and F1 The Movie: Owning the Paddock Whilst Selling Product COMMENDED
• Best Use of Talent < €500k
Best use of talent in sponsorship and activations – may be an ambassador, blogger, celebrity, influencer, sports star etc. and can be an individual, group or team. Rights fees < €500,000
– BMW and Ross Edgley – The Great Icelandic Swim HIGHLY COMMENDED
– Charles Tyrwhitt x The Lions Partnership: One Shirt.
– CULT by Superdry: Where Fashion Meets Talent at Boardmasters
– Novotel x PSG – La Suite Novotel by ALL.com x Novotel Legendary Rooms
– Pringles x Cole Palmer – HOT vs COLE WINNER
– Shared Streets, RedClick Dublin Bikes and Model Strangers
• Best Use of Talent €500k+
Best use of talent in sponsorship and activations – may be an ambassador, blogger, celebrity, influencer, sports star etc. and can be an individual, group or team. Rights fees €500,000+
– AIB Club Championships and GAA Football All-Ireland Senior Championship
– DP World & Tommy Fleetwood
– FedEx x UEFA Champions League: Andrés Iniesta
– How Sky Bet and BHF Used Talent to Bring a Life-Saving Campaign to Life COMMENDED
– Three: Nothing bigger than live
– Three x Chelsea FCW: We See You Lily Parr COMMENDED
– Tommy Hilfiger and F1 The Movie: Blurring the Lines of Fashion, Film and F1 WINNER
• Environmentally Sustainable Sponsorship sponsored by Wasserman Live
The best sponsorship that inspires audiences by championing a cause and campaigning for environmental sustainability
– EDF x Paris 2024 – The Moment to Shine HIGHLY COMMENDED
– The Irish Times Ireland’s Greenest Places partnership with Electric Ireland WINNER
– The R&A x Mastercard – Building Golf’s Sustainable Future
– Wild Spaces
• Equality, Diversity & Inclusion in Sponsorship partnered by NoTurningBack2020
Best sponsorship showcasing awareness of and support for communities under-represented or subject to discrimination on the basis of an individual or group of individuals’ protected characteristics
– Asahi “Rugby Like Never Before”
– Cairn Community Games WINNER
– DHL: Celebrating Pride & Inclusion at Mighty Hoopla and Milkshake Festival
– Energia – Rugby For All
– Guinness FanFair COMMENDED
– “Like Muligheter” – Equal prize money in The World Ski Championship 2025
– McDonald’s Fun Football – EDI Partnerships
– Paris Saint-Germain x Deloitte : Femmes Capitales
– The Smirnoff Stage at Electric Picnic
• Esports & Gaming Sponsorship
Focusing on outstanding campaigns and sponsorships in esports and gaming
– Just Feel the Urjj Challenge
– Stake x Team Vitality WINNER
– WWE 2K25 @ Virgin Media Gamepad, at The O2
• Event of the Year sponsored by Sponsorworks
The best sponsored event (virtual or live) that delivered on all key objectives with a particular focus on audience engagement
– Aer Lingus and the Aer Lingus College Football Classic
– AIB Club Player Awards
– An Post Irish Book Awards: Turning Pages Across the Nation
– BAMA Alpinfestival – The World’s Largest Alpine Event for Children
– eBay: Headline Sponsor of The Main Stage at the Qatar Airways British GP HIGHLY COMMENDED
– Fresh Moves in Women’s Football: The Subway Women’s League Cup
– Guinness Men’s Six Nations 2025 – Launch
– IMAGE PwC Businesswoman of the Year Awards 2025
– Vhi Women’s Mini Marathon 2025 WINNER
• Festival Sponsorship
The best festival sponsorship. This could be any festival e.g. music, literary, food, garden, film, comedy, etc.
– American Express Presents BST Hyde Park
– bp pulse – Every EV is a VIP at CarFest
– Convenience, Community and Co-op: A Festival Success Story
– Defender: Embedding Adventure at Lost Village
– Free Rock Hands – Posten Delivers the Festival Experience All the Way Home
– Morley’s: Serving South London Culture at Brockwell Live
– The Breathing Space by Gjensidige WINNER
– The Entry Room – by SpareBank 1 Østlandet and Retail Factory COMMENDED
– The Smirnoff Stage at Electric Picnic HIGHLY COMMENDED
– Vodafone x Glastonbury partnership COMMENDED
• Media Sponsorship
Best media partnership or sponsorship across any online or offline media channel e.g. broadcast, cinema, magazine, press, radio and TV partnerships
– A Very Proud Sponsor of The Traitors Ireland WINNER
– Driving Desire, Mercedes Benz and The Traitors Ireland HIGHLY COMMENDED
– Londis – Proud Sponsors of Ireland’s Fittest Family
– St. James’s Place & Sky Arts: Building Trust Through Cultural Connections
– The Irish Times Ireland’s Greenest Places partnership with Electric Ireland
• Music Sponsorship
The best sponsorship in the musical field. This could be a music event, festival, music-related activation, or holistic partnership with labels/ studios, etc.
– Amazon Music City Sessions presented by Aviva
– bp pulse LIVE – supercharging arena sponsorship
– Live Laugh Lidl HIGHLY COMMENDED
– Lovely Summer for a Guinness HIGHLY COMMENDED
– SJ – a part of Way Out West
– The Breathing Space by Gjensidige WINNER
– The Smirnoff Stage at Electric Picnic
– Three: Nothing bigger than live
– Vodafone x Glastonbury partnership
• Rights Holder of the Year
Celebrating the Rights Holder that has shown innovation or developments in the sponsorship discipline, resulting in the growth of audience, revenue, engagement or participation. Can be any rights holder, including any brand, charity or individual
– AEG Global Partnerships HIGHLY COMMENDED
– Aer Lingus College Football Classic
– Oak View Group: Co-op Live WINNER
• Sponsorship with a Social Purpose – Small to Medium Scale sponsored by IPSEM Squared
The best sponsorship that inspires audiences by championing a cause and/or positive social change. Small to Medium Scale
– Bord Gáis Energy & Focus Ireland: 10 Years Shining a Light on Homelessness
– Cairn Community Games HIGHLY COMMENDED
– Centra – Hurling for Cancer Research
– Kellogg’s GAA Cúl Camps
– The Entry Room – by SpareBank 1 Østlandet and Retail Factory WINNER
– The GOAL Mile, proudly supported by AIB
– Together against cancer – Coop & Kreftforeningen
• Sponsorship with a Social Purpose – Medium to Large Scale sponsored by IPSEM Squared
The best sponsorship that inspires audiences by championing a cause and/or positive social change. Medium to Large Scale
– Cadbury: Game Changing Wins
– Energia – Rugby For All COMMENDED
– FedEx x UEFA Champions League: SCORING GIRLS*
– Saatchi & Saatchi x London Sport: More Ball Games Campaign
– The Breathing Space by Gjensidige WINNER
• Sponsorship with a Social Purpose – Large Scale sponsored by IPSEM Squared
The best sponsorship that inspires audiences by championing a cause and/or positive social change. Large Scale
– BAMA Sports Fruit – A Simple Initiative with a Big Impact HIGHLY COMMENDED
– DP World & The Beyond Boundaries Initiative with The ICC
– ELEMIS – Aston Martin Aramco Formula One™ Team Official Skincare Partner
– IDA x Guinness ‘Never Settle’ Boot WINNER
– Metro Bank Champion of Women’s and Girls’ Cricket
– Oak View Group: Co-op Live and Co-op
– Sky Bet and British Heart Foundation – Every Minute Matters
– Three x Chelsea FCW: We See You Lily Parr
– Toyota X Good For Cricket
• Sport Sponsorship – Small to Medium Scale sponsored by Meshh
Awarding the brand that has demonstrated a successful sponsorship in sport. Small to Medium Scale
– Athletics Ireland x 123.ie
– Charles Tyrwhitt x The Lions: With Pride.
– Danone GetPRO x London Marathon: Championing Progress in Running
– Deep Heat & Deep Freeze x HYROX: From Badge to Belief WINNER
– Electric Ireland: GAA & Camogie All-Ireland Minor Championships COMMENDED
– For Difference Makers – Dalata Hotel Group and The GAA HIGHLY COMMENDED
– KIWI BAMA-CUP: 1 Million Kids, 20 Years of Health and Joy Through Football
– PwC Ireland x IRFU – 20 Years of Championing Ireland’s Next Generation
– SNIPES x PSG — Ici C’est Notre Terrain (This is Our Turf)
• Sport Sponsorship – Medium to Large Scale sponsored by Meshh
Awarding the brand that has demonstrated a successful sponsorship in sport. Medium to Large Scale
– Aer Lingus and the Pittsburgh Steelers
– AIB GAA Club Championships 2024/25
– Asahi “Rugby Like Never Before”
– Bound By Belief, Sky and Irish Football WINNER
– ELEMIS – Aston Martin Aramco Formula One™ Team Official Skincare Partner HIGHLY COMMENDED
– It’s all heating up – Bord Gáis Energy, proud sponsor of Hurling Championship
– Lexus x LTA: Becoming British Number One
– McDonald’s Fun Football
• Sport Sponsorship – Large Scale sponsored by Meshh
Awarding the brand that has demonstrated a successful sponsorship in sport. Large Scale
– ALL Accor x Roland-Garros 2025
– Bank of Ireland Supporting Grassroots Rugby to Never Stop Competing
– DP World & The 2025 Ryder Cup
– DP World x The International Cricket Council
– GUINNESS & THE PREMIER LEAGUE: A MATCH MADE IN HEAVEN WINNER
– How Van Rysel owned the 2025 Grand Départ with the House of Cycling Dreams
– O2 x England Rugby for WRWC 2025: “England, meet England” Campaign HIGHLY COMMENDED
– Toyota X Good For Cricket
2025 ESA Awards in partnership with Pearlfinders: Special Categories
• ESA Best of Europe
(entry by invitation only)
Across Europe, each national sponsorship agency puts forward their sponsorship of the year. Bronze, Silver and Gold are awarded to the best of the best with entry by invitation only
Finland – SPOT Awards – Sponsorointi ja Tapahtumat Ry
Flow Festival Fine-Dine by Oatly + Kozeen
France – Trophées Sporsora du Marketing Sportif
EDF X Paris 2024 – The Moment to Shine SILVER WINNER
Ireland – All-Ireland Marketing Awards: Entertainment Sponsorship Award – MII
Lovely Summer for a Guinness GOLD WINNER
Netherlands – SponsorRingen
Samsung ShotControl BRONZE WINNER
Norway – Sponsor- og eventforeningen
Together against cancer – Coop & Kreftforeningen
Sweden – Gyllene Hjulet (SES – Sponsrings & Eventsverige)
SJ – a part of Way Out West
United Kingdom – UK Sponsorship Awards: Sponsorship of the Year
Metro Bank Champion of Women’s and Girls’ Cricket
• Chair’s Award (chosen from category winners)
Awarded for the first time in 2026 at the discretion of the Chair of Judges, Matthew Leopold
Tommy Hilfiger and F1 The Movie WINNER:
– Tommy Hilfiger and F1 The Movie: When Content Became Culture
(Best Use of Content €1M+)
– Tommy Hilfiger and F1 The Movie: Owning the Paddock Whilst Selling Product
(Best Use of PR)
– Tommy Hilfiger and F1 The Movie: Blurring the Lines of Fashion, Film and F1
(Best Use of Talent €500k+)
• ESA Sponsorship of the Year sponsored by Pearlfinders (chosen from category winners)
The winner from each main award category is rejudged by the panel and one campaign is crowned ‘ESA Sponsorship of the Year’
Canon & RNIB – World Unseen WINNER
(Arts & Culture Sponsorship)