ONSIDE, Ireland’s leading sponsorship consultancy firm, today announced the top sports and non-sports sponsors emerging from its Q1 2025 Quarterly Sponsorship Review.
ONSIDE’s Quarterly Sponsorship Review, a barometer of consumer interest in sport and non-sport sponsorship in Ireland since 2016, highlights the continued growth of sponsorship as a key element of the marketing mix.
The start of 2025 was buoyant for sponsorship in Ireland, with the number of deals from January to March up 29% on the same period in 2024. GAA had a very active first quarter, including renewals from long-standing sponsors Centra, SuperValu, and Allianz. Horse racing and soccer were also very active categories.
Guinness secured the top sports “most appealing sponsor” position for Q1 2025, driven by the success of the Guinness Men’s and Women’s Six Nations Championships. Vodafone, a long-standing partner of the IRFU, claimed second place, followed by Lidl for its sponsorship of the LGFA.
Three emerged as the top non-sports “most appealing sponsor” for Q1 2025, recognised for its music and venue naming rights strategy with the 3Arena and The 3Olympia. Electric Ireland, for its partnership with Pieta and Darkness Into Light, secured second place, while SuperValu rounded out the top three for its Tidy Towns sponsorship.
ONSIDE’s latest research reveals the enduring appeal of rugby as a sponsorship platform in Ireland. Five of the top 10 most admired sports sponsors have prominent partnerships in the sport. Despite a disappointing result for Ireland in the 2025 Guinness Six Nations, the review highlights the mass appeal of rugby for consumer-facing brands. Leading IRFU sponsors Guinness, Vodafone, Aviva, Bank of Ireland, and Aldi all feature prominently among the top sports sponsors.
Connacht rugby star Bundee Aki has been named by Irish adults as the most recognisable, admired, trustworthy, and influential Irish rugby personality, followed by Leinster’s James Lowe and Caelan Doris.
Outside of rugby, other appealing sports sponsors include Lidl’s LGFA sponsorship with the Lidl National Leagues, Allianz as the top sponsor of Paralympics Ireland and the Olympic Federation of Ireland, and as a sponsor of the GAA Football All-Ireland Senior Championship, Sky as primary partners of the Women’s and Men’s National Football teams, and AIB sponsoring four codes of GAA.
“The sponsorship landscape is constantly evolving, and our Q1 review highlights the power of authentic partnerships that resonate with the Irish public,” says Kim Kirwan, Director of Intelligence & Insight at ONSIDE.
“Rugby’s continued dominance demonstrates its ability to connect brands with consumers, while the success of non-sports sponsorships like Electric Ireland’s Darkness Into Light shows the importance of aligning with meaningful causes.”
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About ONSIDE
ONSIDE is a leading sponsorship consultancy, helping brands across Europe, the Middle East, and North America achieve exceptional results. With decades of experience, we provide expert guidance in every aspect of sponsorship, from strategy development and negotiation to activation and measurement. We partner with our clients to maximise their return on investment, building stronger connections with their target audiences, and driving measurable business growth.
The ONSIDE Quarterly Sponsorship Review is a survey of the Irish public’s sentiment towards the most appealing sports and non-sports sponsors in the Irish market.
Additional queries:
Kim Kirwan, Director of Intelligence & Insight kim.kirwan@onside.ie
