Sports sponsorship is a significant and powerful marketing tool that offers opportunities for brands to engage with their consumers on a deep emotional level. In simple terms, sponsorship is the acquisition of the rights of association, but it’s the way in which these rights are leveraged that is the determinant of marketing success, and effective partnership is vital. This award will go to an organisation that has demonstrated both strategic insight and execution skill in developing and delivering an effective sports sponsorship partnership which has delivered exceptional results such as increased revenues and market share. The winner will be entered into the European Sponsorship Association “Best of Europe” category.

Irish Life Danielle McKenna


Irish Life became the title sponsor of the Dublin Marathon and Race Series to help substantiate our “better life” brand promise to a mass audience, while delivering a highly tangible and emotional experience. This sponsorship and the “Power of Support” messaging showed how support, in all its forms helps people build a better life. The sponsorship delivered outstanding commercial success, continued support for Dublin City and national charities, mass brand reach and visibility, significant increases in brand consideration, and huge pride for all our employees. Our sponsorship showed clearly how we support people to have a better life…that’s the #PowerOfSupport.

Bord Gáis Energy Jenny Kelly


Bord Gáis Energy has been a proud sponsor of the All-Ireland Senior Men’s Hurling Championship since 2017. Our strategy is committed to nurturing an inclusive culture of equal opportunities and creating a culture where difference is valued. This sponsorship encourages inclusion in sport especially among the LGBTQI+ community. Research and collaboration with multiple stakeholders identified a territory of ‘allyship’ where legends of the game used their platform to promote inclusivity. During month of Pride in June, the ‘State of Play’ campaign was launched to enact real and meaningful change, promoting and encouraging allyship which is important for everyone.

Mace Caitriona Cousins


MACE needed to drive awareness and sales of healthy food and drink options in their stores. Research showed that more shoppers were looking out for such products. Most competitors were already highlighting them. MACE needed to up its game and leverage its brand association with Jonathan Sexton at a time of year that particularly appealed to Irish shoppers to take a positive approach to a healthier lifestyle. A digital and social media campaign, fully supported by a creative in-store activation was developed. Success meant hitting increased awareness targets and driving sales revenues. Over delivering was a bonus.

Sky Ireland Kieran Forde


Sky Ireland is the first-ever, standalone Primary Partner of the Women’s National Football Team. Through this landmark sponsorship and the activity to support it, Sky has helped deliver success both on the pitch for the team and off the pitch for the brand. Through the activation of the ‘OUTBELIEVE’ brand platform bringing the partnership to life, Sky has increased affinity and consideration to maintain market share. Secondly, the partnership has helped Sky engage with new audiences to unlock headroom. 2022 was an amazing year for the partnership, culminating in Ireland qualifying for their first-ever World Cup because they Outbelieved!

Bank of Ireland Paula Murphy


Bank of Ireland is a proud supporter of Rugby in Ireland, sponsoring our Provincial Rugby partners Connacht, Leinster, Munster and Ulster Rugby across every tier of their clubs, recognising the role Rugby plays in helping everyone to #NeverStopCompeting. In 2022 we extended our support and our reach still further, all the way from ‘grassroots to green shirts’, by becoming Title Sponsor of the Bank of Ireland Nations Series, engaging even more with fans of Irish Rugby through an innovative social media approach. Once again, competition proved to be a good friend as we drove sponsorship awareness, brand consideration, and the key belief that Bank of Ireland helps make our community stronger.