WEALTH November 4, 2025 0 Comments

How Guinness Quietly Dominated Sponsorships for a Decade—And What It Means for Your Business Fortune

Ever wondered how a pint of Guinness turned into Ireland’s ultimate sponsorship heavyweight over the past decade? It’s not just about the taste—though that creamy dark pour has its own cult following. No, Guinness has tapped into something way deeper, weaving itself into the very fabric of Irish culture and sport with a savvy that’s earned it top billing among marketing pros and the public alike. Outpacing giants like Lidl and Vodafone & Allianz, Guinness snagged the crown for best overall sport sponsorship this year, proving that it’s not just about throwing cash at a cause—it’s about creating genuine connections that resonate. From epic festivals to major sports events, they’re playing the long game and crushing it, while others are still figuring out the playbook. The sponsorship market’s ballooned to €236m with a 5% surge, showing everyone’s catching on—especially with women’s sports leading the charge. So, what’s the magic behind Guinness’s glow-up in the sponsorship arena? Let’s dive into the winning formula that’s raising the bar and uniting Ireland like never before. LEARN MORE

Guinness has been named the most appealing and impactful sponsor of the past decade by Irish marketing professionals and the public.

The drinks company has also been commended by sponsorship consultants Onside and Marketing Institute Ireland (MII) for the best overall sport sponsorship of the year, beating second-placed Lidl and third-placed Vodafone & Allianz.

Three & Very won the award for best overall non-sport sponsorship ahead of Diageo and Electric Ireland AIB won top GAA sponsorship.

70% of marketing professionals voting said AIB’s sponsorship was effective, and Amgen and KPMG were recognised for their sponsorships of The Irish Open and The Women’s Irish Open.

Bank of Ireland were further voted, by the public, as the most appealing golf sponsor in Ireland.

The industry research uncovered Rory McIlroy as the most marketable Irish sports star in 2025, followed by fellow golfer Shane Lowry and Olympian Rashidat Adeleke in tied second, with world championship medallist Kate O’Connor rounding out the top three. See the full list of winners below.

The value of the Irish sponsorship market has increased 5% to €236m this year as sport sponsorships saw a substantial jump and deal volumes rose to a record high.

“Following a hugely successful Olympic year in 2024, the Irish Sponsorship Industry continued its strong growth in 2025,” said Kim Kirwan, director of intelligence & insight at Onside.

“Women’s sport, now more than ever, is providing a huge opportunity for sponsors, highlighted by Vodafone’s sponsorship of the Ireland Women’s Rugby team at the Rugby World Cup and Lidl’s LGFA sponsorship, both honoured by industry and public votes.

“It is fantastic to be able to highlight the standout sponsorships across sport and non-sport in Ireland at this years Who Won Sponsorship Series conference.”

Shane McGonigle, CEO of MII, commented: “Sponsorship continues to grow in Ireland highlighting the strategic importance of its role in delivering business success.

“There are an expanding range of opportunities for businesses to engage with sports people and properties, both domestically and internationally, based on shared values and success.”

Beyond sport, music, arts and comedy played a huge role in entertainment and sponsorship activity this summer in Ireland.

Guinness’ Cork Jazz Festival, Bord Bia Bloom Festival and Paddy Power Comedy Festival were all recognised as highly effective campaigns.

Other brands championed as delivering meaningful impact in sports and non-sports sponsorships included Canterbury, Aldi, Allianz, SuperValu, BMW and DP World.

“For Guinness, sponsorship is fundamentally about forging genuine connections and celebrating shared passions with our consumers,” said Rory Sheridan, head of partnerships at Diageo.

“It’s about bringing people together, fostering communion and camaraderie, and enriching those moments that truly matter. This philosophy is at the core of everything we do, and it’s why we are incredibly proud and honoured to be recognised as the most impactful sponsor in the Irish market for both the past decade and in sport this year.

“This recognition is especially meaningful given the competitive sponsorship landscape in Ireland where creativity consistently sets a high bar. We extend our sincere gratitude to Onside and Marketing Institute Ireland for this significant accolade.

“And of course, a massive thank you to all the amazing rights holders we partner with – from the Men’s and Women’s Guinness Six Nations to the Guinness Cork Jazz Festival and many more – who help us bring these connections to life”