ADVERTORIAL
Connect with a captive audience over five days at Bord Bia Bloom
Bord Bia Bloom will celebrate its landmark 20th year in 2026, a momentous milestone for one of Ireland’s most popular outdoor festivals. What began as a celebration of Irish horticulture has flourished into a five-day immersive experience that brings together gardening, food, and sustainable living in the scenic setting of Phoenix Park in Dublin.
Spanning 70 acres and welcoming over 100,000 attendees each year, Bord Bia Bloom has become a cornerstone of Ireland’s summer calendar. It is more than just a festival, it is a vibrant, living showcase of creativity, innovation, and nature conservation.
The festival provides brands and organisations with a powerful opportunity to engage with their target audiences, tell their stories, and encourage debate around the issues that matter to them. As preparations are underway for the 2026 event, there are a number of exclusive opportunities available for brands to participate.
MC Stephanie Mahon hosts panel discussion with Diarmuid Gavin, Adam Frost, Mary Reynolds and Mick Kelly
A rich canvas for brand storytelling
Whether looking to launch a new product, build brand awareness, or demonstrate a commitment to sustainability, Bord Bia Bloom provides the perfect stage to connect meaningfully with a highly engaged audience. In 2025, 70 per cent of sponsors agreed that Bloom exceeded their expectations.
With a +50 NPS (Net Promoter Score) and a growing interest among younger consumers, Bloom offers a unique opportunity to engage directly with key demographics in a setting that encourages discovery, dialogue, and delight. In a recent survey, 83 per cent of Bord Bia Bloom sponsors said that they were satisfied at the level of brand visibility at the event.
Hear from several partners about their experience at Bloom in the video above.
Audience profile
The festival attracts a diverse audience demographic and includes everyone from garden enthusiasts and food lovers to young families and those simply looking for a great day out:
- 65 per cent of Bloom attendees are under 55 years of age, with 48 per cent aged 35-55.
- 35 per cent of attendees are aged 55+, and this secondary audience is a long-term Bloom advocate.
- A striking 89 per cent of 2025 attendees aged 18-34 indicated that they are likely to return to Bloom next year, demonstrating potential to engage this captive audience.
- It is a premium audience, with 75 per cent of attendees in the ABC1 demographic
Bloom attendees are loyal – 84 per cent of those surveyed* following the 2025 festival indicated that they plan to return this year, and one in five have attended the event more than five times.
*Onside research, June/July 2025
Speaking about why people attend the event, Laura Douglas (above), head of Bloom & Brand Partnerships, said: “Visitors come to Bloom each year to entertained, inspired, and informed. They are hungry for knowledge and receptive to ideas about how to grow, eat, feel, and live in a better way.”
She continued: “This is why so many partners and thought leaders return to Bloom time and again, they understand that the festival is a hugely influential springboard that allows them to start important conversations in person onsite and at home through the high-level media presence at the event.”
Rooted in sustainable practices
Originally conceived as a promotional vehicle to support Ireland’s horticulture industry, over the last two decades Bord Bia Bloom has blossomed into a celebration of nature in all its forms, with sustainability at the core of all operations.
Bord Bia Bloom is proud to be the first event in Ireland to hold an ISO 20121 accreditation for Sustainable Event Management – a globally recognised standard that ensures every aspect of the festival is designed and delivered with the utmost respect for the environment.
The accreditation marks an important milestone in Bloom’s ongoing journey to be a global leader in event sustainability, and provides an assurance that partners are contributing to a greener, more responsible future.
Donal Skehan, Dunnes Stores brand ambassador and TV chef, at Bord Bia Bloom’s Quality Kitchen Stage
Operational efficiencies
Along with growing the educational content of the festival, by offering a multifaceted programme of talks, workshops and activations, Bord Bia Bloom’s organisers have worked hard to improve efficiencies and reduce emissions each year. Some measures include:
- Switching to hydrotreated vegetable oil (HVO) to power Bloom’s generators and free shuttle buses, which have reduced fuel carbon emissions by 90 per cent
- Segregating and recycling or regenerating all waste
- Installing low-energy lighting solutions
- Directing food vendors and caterers to use compostable packaging and serving materials
- Encouraging retailers to use biodegradable bags and containers.
Visitors are also actively encouraged to reduce their environmental footprint by making sustainable choices at the festival. This year, visitors took over 20,000 trips on Bloom’s free shuttle bus; parked more than 1,600 bikes at the festival; donated over 13,000 cans and bottles to charity via Re-turn; and refilled their bottles with 23,500-plus litres of water at Bloom’s many hydration stations.
By binning their waste appropriately, visitors allowed organisers to process nearly 1,500kg of food waste through Bloom’s two on-site biodigesters. An additional 1,350kg of food was rescued from caterers and donated to charity by FoodCloud and three tonnes of coffee grounds were collected and donated to the Office of Public Works (OPW) for use as fertiliser.
Why partner with Bord Bia Bloom?
- Reach: Engage with over 100,000 visitors in a high-footfall, high-impact environment.
- Relevance: Connect with a predominantly ABC1 audience who value quality, sustainability, and innovation.
- Reputation: Align with a festival that has become a trusted and beloved part of Irish culture.
- Responsibility: Showcase an organisation’s commitment to sustainable living and environmental stewardship.
2026 Event
As organisers prepare to celebrate the 20th year of Bord Bia Bloom in 2026, a select number of features remain available for sponsorship. This is an exclusive opportunity to participate in a much-loved national event and align with a celebration that reflects the values of creativity, sustainability, and community.
Whether choosing to sponsor a flagship Show Garden, collaborate on a feature, or create a bespoke activation, brands will be woven into the fabric of an experience that leaves a lasting impression. To explore sponsorship opportunities and learn more about how your brand can be part of this landmark celebration, contact sponsorship@bordbia.ie
Bord Bia Bloom | Thursday, May 28th – Monday, June 1st, 2026 | Phoenix Park, Dublin
