Onside Irish Sponsorship Industry Survey 2025

Since 2016, Onside has tracked the evolving sponsorship scene, and says its 2025 findings show a clear trend: rugby continues to dominate as the most effective platform for brand engagement.

Here are some pointers from the research:

Guinness Leads the Pack

Guinness emerged as the “most appealing sponsor” in Irish sport, thanks to its high-profile involvement in both the Men’s and Women’s Six Nations Championships. Despite Ireland’s performance in the 2025 tournament, the brand’s association with rugby has proven resilient and resonant with the public.

Vodafone, another long-standing partner of the Irish Rugby Football Union (IRFU), secured second place, while Lidl’s impactful sponsorship of the Women’s Gaelic Football Association (LGFA) earned it a strong third.

Non-Sports Sponsorships Shine Too

Outside the sports arena, Three Ireland topped the charts for non-sports sponsorships, recognised for its strategic alignment with music and entertainment through the 3Arena and 3Olympia. Electric Ireland followed closely, lauded for its meaningful partnership with Pieta and the Darkness Into Light campaign. SuperValu rounded out the top three, celebrated for its continued support of the Tidy Towns initiative.

Rugby’s Star Power

The review also highlighted the influence of individual athletes, with Connacht’s Bundee Aki named the most recognisable, admired, and trustworthy rugby personality in Ireland. Leinster’s James Lowe and Caelan Doris followed, reinforcing rugby’s strong emotional connection with fans.

Broader Sponsorship Highlights

Other standout sponsors, says Onside, included Allianz, praised for its support of Paralympics Ireland and the Olympic Federation of Ireland, as well as its role in the GAA Football All-Ireland Senior Championship. Sky was recognised for its backing of both the women’s and men’s national football teams, while AIB earned accolades for its multi-code sponsorship across the GAA.

Click here to read the full report.