ESA Member Spotlight: Energia

Give us a brief overview of Energia’s approach to sponsorship and partnerships specifically.

Energia has been active in the domestic Irish energy market since 2014. Given that energy is an intangible product and as energy suppliers we lack physical storefronts, we recognised early on the importance of sponsorship as a strategic tool to build visibility and trust.

To shape our sponsorship strategy, we undertook a comprehensive research initiative to define the role sponsorship should play within our marketing mix. As newcomers to the market, establishing credibility was paramount. The outcome of this research led us to identify three foundational pillars for sponsorship: scale, affinity and presence.

We began with smaller-scale partnerships and later collaborated with Brand Fans to formalise a sponsorship framework aligned with our commercial goals. Our entry into rugby sponsorship was marked by a landmark 10-year agreement with Leinster Rugby, followed by partnerships with Irish Rugby and Connacht Rugby.

To further demonstrate our commitment to the sport, we became title sponsor of the Energia AIL (All-Ireland League) to go alongside Energia Park in Donnybrook. Over time, we’ve adapted and amplified our sponsorships across different seasons to ensure they continue to deliver against our core pillars.

What approach differentiates Energia from others and makes your sponsorship strategy unique?

While I wouldn’t claim our approach is entirely unique, what consistently drives strong outcomes is the depth of our relationships with partners and our willingness to evolve. We’re committed to innovating our activations to reflect our changing business needs.

We’ve been fortunate to collaborate with agencies like Brand Fans, Behaviours and Attitudes, Legacy Communications, and Core – teams that challenge conventional thinking and help us avoid complacency.

We’re constantly exploring new insights and assessing how they can be integrated into our communications and activations. Equally, our partnerships with the IRFU, Leinster Rugby, and Connacht Rugby have been instrumental. The strength of these relationships allows us to fully leverage our collaborations. Some of our most impactful ideas have emerged from informal conversations – coffee catchups or partner forums hosted by these organisations.

How has the role of sponsorship changed for Energia over the past few years? And what predictions can you make about how it’s going to change in the next five years?

I like to think we’ve grown more confident and bold in our approach. We actively resist falling into routine or relying on past successes. Long-term partnerships can sometimes lead to inertia, but we’re intentional about staying dynamic and forward-thinking. We aren’t the main sponsor within any of our partners’ portfolios, and we know our budgets aren’t as substantial as others, so we have to be smart and strategic with our approach and activities.

What are the current trends within sponsorship, and how are they affecting how you work and deliver on strategy?

There are several compelling trends shaping the sponsorship landscape. The rise of women’s sports (highlighted in the ESA 2025 Sponsorship Trends report) is particularly exciting. Additionally, Cause-related and CSR-driven initiatives continue to gain momentum.

Recognising this shift, we’ve recalibrated our strategy to place greater emphasis on inclusivity and social impact. Over the past two years, we’ve launched a series of initiatives under our ‘Rugby For All’ campaign, aimed at making rugby more accessible to individuals with physical and learning differences.

Highlights include appointing Andrew McCarthy as Leinster’s Culture Captain and Energia ambassador, supporting inclusive rugby blitzes with active staff participation, and partnering with Vision Sport Ireland to spotlight the vision-impaired rugby team. One standout moment was when Leinster players wore simulation glasses to experience the game through the lens of various visual impairments.

These initiatives have struck a chord with both the public and our target audience. By working closely with our partners, we’ve been able to reimagine the purpose of our sponsorships – always guided by our core objectives.

Final thoughts

Sponsorship at Energia is never static. It’s a living, evolving part of our brand strategy – driven by insight, collaboration, and a genuine desire to make a meaningful impact. We’re proud of how far we’ve come and excited about where we’re headed.