Willis, a WTW business is pleased to announce a strategic partnership with Belfry, a modern platform for physical security providers, to launch a digital insurance program tailored for Belfry customers. The program pairs Willis’ insurance expertise with Irish award-winning Kayna insurance technology to deliver data-led, streamlined insurance solutions.
Belfry, a US-based vertical SaaS platform, streamlines security management in an all-in-one software that manages scheduling, timekeeping, payroll, and billing for security companies;
Kayna, Willis’ embedded insurance infrastructure partner, enables the distribution of Willis’ security services insurance to Belfry customers by integrating a seamless insurance portal directly within the Belfry platform. The InsurTech will leverage real-time data to pre-fill forms and support quoting, saving users time and simplifying the procurement process;
Willis’ Affinity model pairs well with Belfry’s platform by delivering tailored insurance solutions that meet the specific needs of security providers.
Belfry’s innovative platform transforms the complex needs of security businesses into a single solution that improves back-office efficiency, enhances employee experiences, and supports exceptional customer service. Through the integration of Kayna technology, which enables Willis-brokered insurance distribution, the partnership strengthens Belfry’s model by leveraging Willis’ global insurance expertise to create a seamless way for security operators to access tailored coverage directly within the Belfry platform.
With insurance being one of the most significant pain points and expenses for security firms, this integration offers timely quotes to address coverage gaps, potential premium savings, and reduced audit risk through pay-as-you-go insurance. The solution removes friction from the insurance procurement process, allowing security operators to stay focused on their work with the confidence that their coverage is comprehensive, timely, and aligned with their operational needs.
“As part of our strategy to deliver tech-enabled insurance solutions, we’re excited to partner with Belfry to embed coverage seamlessly into the security operator journey,” said Paul Lubbers, Head of US Affinity at Willis. “Together, we aim to accelerate quoting and minimize premium audit risk, both of which are critical pain points and areas for improvements in the security industry. Together with Kayna, we are committed to support the success of Belfry customers by making it easier than ever to secure the right insurance coverage with minimal hassle so physical security operators can focus on their job with confidence.”
Jordan Wallach, Co-Founder & CEO of Belfry, commented, “At Belfry, we’re developing a truly all-in-one platform for security operators – one that brings every essential function together in a seamless, intuitive experience. Partnering with Willis and Kayna strengthens that vision by embedding expert resources directly into our platform, helping operators focus less on administrative complexity and more on delivering outstanding service.”
Paul Prendergast, Co-Founder & CEO of Kayna concluded, “Backed by decades of Willis experience and expertise in underwriting and claims management, Belfry is taking an industry lead on delivering data-driven insurance and market choice for their platform customers. This is a winning formula for a great partnership and one that I’m delighted to see powered by Kayna technology.”
In an era when nearly every business service has migrated online—from banking to consultations, from meetings to training courses—one Irish company has built over a decade of success doing the exact opposite. Their counterintuitive approach offers valuable lessons about when digital-first strategies actually work against business goals.
Since 2013, SafeHands Health & Safety Solutions has maintained a strictly on-site training model, delivering workplace safety training at client premises across Ireland. They’ve built partnerships lasting over 10 years, earned a 4.7/5 rating on Trustpilot, and demonstrated that some services genuinely work better when delivered in person.
Their success raises an important question for Irish business owners: Are we digitising services because it genuinely improves outcomes, or simply because “digital-first” has become the default assumption?
The Digital Training Boom and Its Limitations
The pandemic accelerated online training adoption dramatically. Businesses discovered they could deliver compliance training through video platforms, record sessions for later viewing, and eliminate travel time entirely. The operational efficiencies seemed obvious.
Yet completion rates told a different story. Online training courses often see completion rates below 30%. Participants log in, leave videos running in the background whilst working on other tasks, and retain minimal information. The certificate gets issued, compliance boxes get ticked, but actual knowledge transfer remains questionable.
More importantly, certain types of training require hands-on practice with actual equipment, in real environments, addressing specific workplace challenges. You can watch videos about proper lifting techniques, but without practicing on your actual equipment, in your actual workspace, with your actual workflows, the knowledge rarely translates into changed behaviour.
The On-Site Advantage: Learning in Context
SafeHands delivers all training on-site at client premises across Ireland, from Dublin offices to coastal hotels in County Clare. This operational choice creates immediate practical advantages that digital alternatives cannot replicate.
David McManus from Bellbridge House Hotel in Spanish Point, Clare, experienced this approach firsthand: “It was so professional from the booking to the day of the training. Nothing was an issue. We had to change dates due to weather, no issue. The staff found the training interesting and very informative.”
When training happens in the actual workplace, several things occur that digital training cannot achieve:
Immediate Context: Staff learn using their real equipment, not generic examples. A restaurant team learning food safety and HACCP procedures works with their actual kitchen layout, their specific equipment, and their real menu items.
Practical Application: Hands-on practice with the tools and equipment staff use daily ensures skills transfer immediately. Watching a video about fire extinguisher use differs enormously from actually handling the extinguisher mounted in your corridor.
Customised Content: Instructors observe actual workplace conditions and can address specific challenges that generic online courses never anticipate. Every workplace has unique characteristics that affect how safety principles apply.
Team Learning: When entire teams train together in their workspace, they develop shared understanding and can discuss how procedures apply to their specific operations.
Nisheeth Tak from Rasam Restaurant in Dublin shares their experience: “We have been using SafeHands for all our health and safety programmes for years. We have benefitted enormously from their professional guidance and up-to-date knowledge of the legislation.”
That phrase “for years” appears repeatedly in client testimonials—a pattern suggesting genuine value rather than grudging compliance spending.
The Business Model: Long-Term Relationships Over Transactions
Perhaps the most interesting aspect of SafeHands’ approach involves how on-site delivery enables different client relationships than digital training platforms create.
The Irish Association for Counselling and Psychotherapy has worked with SafeHands for over 10 years. ALSAA Bowl has maintained their partnership since 2015. These aren’t isolated examples—sustained multi-year relationships appear consistently across their client base.
Carol Murray from IACP explains their decade-long partnership: “The IACP has been using Safe Hands now for over 10 years. They look after all of the Fire Safety Training and Fire Warden Training for our staff. I have found them to be very accommodating and reliable.”
Ten years with a single training provider is remarkable in an industry where businesses typically shop around for the cheapest compliant option. This pattern suggests several things about their business model:
Consistent Quality: Organisations don’t maintain decade-long partnerships with providers who deliver inconsistent service. Reliability at scale requires operational discipline that many businesses never achieve.
Institutional Knowledge: When providers work with the same clients over years, they develop understanding of specific operational contexts that improves service quality over time. Initial consultations become unnecessary. Training builds on previous sessions rather than starting from scratch.
True Partnership: The language in testimonials—”accommodating,” “reliable,” “pleasure to deal with”—signals relationships that transcend transactional service delivery. Digital platforms rarely generate this kind of client loyalty.
Alison Kealy from Kealy’s of Cloughran in Dublin captures this: “We use SafeHands for all our Staff Training and Health and Safety Consultancy. Noel is a pleasure to deal with, and they always provide the services we need.”
The Operational Challenge: Scaling Personal Service
On-site service delivery creates operational complexity that digital platforms avoid entirely. Coordinating instructor schedules across Ireland, managing travel logistics, accommodating client timing needs, and maintaining consistent service quality despite geographic dispersion all require sophisticated operational capability.
Yet this complexity creates competitive moats that purely digital competitors cannot easily cross. When a business master complex operations, replication becomes difficult. Generic online training platforms can launch quickly. Building operational excellence across physical service delivery takes years.
JR Labels experienced this operational reliability: “This is our second time using SafeHands. Everyone we dealt with couldn’t have been more helpful. Our Manual Handling training was delivered in a professional manner and we will happily use SafeHands again in the future.”
The phrase “second time” indicates clients who measured value and deliberately chose to reinvest—the ultimate business validation.
Payment Models: Digital Systems Supporting Physical Service
Interestingly, SafeHands does leverage digital systems where they create genuine value. Payment infrastructure uses Stripe alongside traditional bank transfers and telephone payments, with all fees payable upfront.
This payment approach demonstrates strategic technology adoption. Digital payment systems remove friction, improve cash flow, and reduce administrative burden. But the service itself—the actual training delivery—remains resolutely physical because that’s where value gets created.
This selective digitisation offers a model for other Irish businesses: use digital tools where they solve real problems, but don’t digitise services simply because “digital-first” sounds modern.
When Digital Works and When It Doesn’t
SafeHands offers one online option—mental health awareness training—recognising that some content genuinely works in digital formats. Theoretical knowledge, awareness building, and conceptual understanding can transfer effectively through online platforms.
But manual handling training, fire safety practice, food preparation procedures, and emergency response drills require hands-on experience that video cannot replicate. Your body needs to practice correct lifting techniques. Your hands need to feel how fire extinguishers operate. Your team needs to rehearse emergency procedures in your actual workspace.
Laura Devlin, HR Manager at Cabra Castle Hotel in Cavan, emphasises the value of this physical delivery: “We used SafeHands again for our Food Safety/HACCP training for our kitchen staff onsite in the hotel. They were able to organise and provide the training in a timely manner as usual. We always find SafeHands very reliable from start to finish.”
Lessons for Irish Businesses Evaluating Digital Transformation
SafeHands’ sustained success offers several lessons for Irish businesses considering which services to digitise:
Question Default Assumptions: Just because services can be delivered digitally doesn’t mean they should be. Evaluate whether digital delivery genuinely improves outcomes or merely reduces costs.
Consider Competitive Positioning: Services that everyone digitises become commoditised quickly. Maintaining physical delivery where it adds genuine value can create differentiation.
Value Operational Excellence: Complex operations executed well create competitive advantages that simple digital platforms cannot easily replicate.
Build for Retention: Digital platforms optimise for acquisition. Physical service models can optimise for long-term relationships that generate better unit economics over time.
Use Technology Strategically: Adopt digital tools where they solve real problems (payment processing, scheduling) whilst keeping core service delivery in whatever format creates the most value.
The Countertrend Opportunity
As more services migrate online, opportunities emerge for businesses willing to deliver excellent physical service. Markets become less crowded. Clients willing to pay premium prices for superior outcomes become easier to reach. Competitive differentiation becomes simpler.
Michael Mongan from The Lovely Food Co in Dublin praised the hands-on approach: “SafeHands Health & Safety Solutions delivered a Food Safety/HACCP Level 2 Course onsite at our premises recently. Our staff really enjoyed the training session and had great praise for the SafeHands instructor and his very comprehensive food safety knowledge.”
The phrase “really enjoyed” seems unusual for compliance training—until you recognise that well-delivered, contextually relevant, hands-on instruction creates genuinely valuable experiences that generic online courses cannot match.
Conclusion: Digital-First Isn’t Always Best-First
The lesson from SafeHands’ decade of success isn’t that digital transformation is wrong. It’s that strategic thinking matters more than following trends.
Some services work better digitally. Others work better physically. Many benefit from hybrid approaches combining both. The key is honest evaluation of where value actually gets created rather than defaulting to digital simply because that’s the current consensus.
For Irish businesses evaluating their own service delivery models, the question isn’t “Should we go digital?” It’s “For which specific services does digital delivery improve outcomes, and for which does it merely reduce our costs whilst degrading client experience?”
SafeHands demonstrates that choosing the harder operational path—when it genuinely serves clients better—can build sustainable competitive advantages that easier digital alternatives cannot replicate.
SafeHands Health & Safety Solutions has operated across Ireland since 2013, demonstrating that strategic service delivery decisions matter more than following industry trends. Their sustained client relationships and consistent growth show that “digital-first” isn’t always “best-first” for businesses focused on genuine value creation.
In today’s digital world, social media is at the heart of brand engagement. It is no longer merely a medium related to visibility; it is an important vehicle for building identity, trust, and engagement with an audience. All interactions, posts, and comments contribute to brand perception and impact purchasing decisions. Brands that want to persistently grow must do more than look at vanity metrics—likes and shares—to create real engagement that resonates emotionally and intellectually. Expert branding consultancy services drive this process, assisting organizations with creating and sustaining an online presence aligned with their values and audiences’ preferences. Building from reach to real impact requires a thoughtful approach to an authentic narrative that promotes connection, relevance, and purpose.
7 Smart Social Media Strategies for Growing Brands
1. Harnessing Cultural Insights to Create Deeper Connections
Identifying audiences requires more than simply demographic analysis; it requires an understanding of the culture in which the audience inhabits. Utilizing cultural insights equips brands to engage in the social conversations tied to the audience and reflect their values and trends that matter to them. When brands engage with their audience’s beliefs and cultures, it creates authenticity that cannot be bought and manufactured through paid campaigns. Recognizing and celebrating community moments, tying into relevant conversations, or highlighting regional influences places the brand in a comfortable, relatable, human pillar rather than the traditional corporate voice.
2. Developing a Consistent and Distinct Brand Voice
Each post, comment, or caption plays a role, however big or small, in developing how a brand is perceived. Being consistent with a tone (professional, conversational, funny, or inspirational) creates familiarity and builds trust. Visuals, language, and responses should all reinforce this voice across all platforms. If a tone is inconsistent, audiences can become confused, and the identity can be weakened. When a style guide is built to outline the tone and imagery to use as the model for your voice, it ensures that every brand communication showcases the same essence, so the audience can recognize the brand in any format.
3. Prioritizing Storytelling Over Selling
Social media is all about storytelling—stories that inspire people by touching on emotion, value, and the personal side of a brand. Instead of promoting products constantly, the best stories are about journeys, struggles, and stories behind the success. Sharing a customer’s experience, a behind-the-scenes look at a service or product, and the people who work at your organization creates transparency and relatability. A better story ties back to the purpose we often refer to; that story goes further and sticks with the reader longer than one that is only about ‘selling’ and positions the brand as a brand that connects with people rather than simply an advertisement.
4. Embracing Data Analytics for Smarter Decision-Making
Numbers have their own stories to tell. Social media analytics provides insights into audience behavior, content performance, and engagement trends. By observing key metrics, such as engagement rates, demographic audiences, and sentiment, brands can determine how to optimize and adjust. Data helps turn strategy into information. Frequent analysis gives a brand the ability to be agile to shifts in trends while maintaining a consistent message.
Influencers are still incredibly important in linking brands to communities. The right influencer partnership builds credibility, especially if the influencer aligns with brand values. Rather than counting up followers, for successful partnerships, we prioritize authenticity and audience trust. For example, micro-influencers often create more engagement due to their niche communities. As part of a larger marketing effort, brands can grow reach and maintain authentic connections with their audiences by leveraging influencer content.
6. Integrating Social Responsibility into Brand Messaging
Contemporary consumers expect brands to operate positively. Showing sustainability initiatives, community projects, or good ethical conduct earns trust and affinity from consumers. When a brand shares social media content that truly demonstrates a commitment—like a commitment to environmentally-friendly practices, or inclusivity, for example—it shows it is accountable in ways beyond profits. The more a brand provides transparency about its impact, the better it creates a positive reputation when trying to attract values-driven consumers who prefer to only engage with brands that make an impact.
7. Encouraging Two-Way Engagement and Community Building
Social media should not be a simple broadcast for only one party. Participating in the dialogue (replying to comments, resharing user posts, or hosting activities) fosters community and trust. Audiences enjoy being acknowledged and included. Polls, Q&As, and participation campaigns help convert a passive follower into an active contributor. Once people feel that they are all on the same journey together, they will advocate for your brand. The most powerful social presence does not dominate; it starts a conversation.
End Point
Sustainable growth on social media requires more than being seen. It is built on authenticity, connection, and adaptability. Combining creativity with data, empathy with analysis, and storytelling with responsibility can help brands create impact and improve their overall presence online. These seven strategies serve as a guide for growth that doesn’t go away, turning brands into members of their community, rather than a voice in the crowd. Real impact occurs when social media is more than a marketing tool, but a device driven by purpose.
Cubic³, a global leader in software-defined vehicle (SDV) solutions, today launches FleetWallet³, its AI-enabled in-vehicle payments platform designed to transform how commercial fleets, car-share companies and automotive OEMs manage fleet fuel and mobility payments.
FleetWallet³ is an AI in-vehicle payments solution that initially eliminates the need for physical fuel cards, prevents fraud and delivers seamless and compliant automation. By combining data intelligence with secure payments, it sets a new standard for AI connected and efficient fleet management and operations, all without additional hardware.
As part of its rollout, firstly across Europe, Cubic³ has partnered with GoCar, a leading car-sharing service, which will showcase FleetWallet³’s potential to support mobility providers, leasing companies and corporate fleets alike.
Paul Foley, Commercial Director of FleetWallet³, said: “Fraud and card misuse remain some of the most persistent pain points for fleets and car-share providers. By integrating telematics with secure payments, our platform protects against both internal misuse and external compromise, delivering over 10% savings on fuel costs while dramatically reducing administrative overhead.”
Joe Quirke, Head of GoCar Ireland, commented: “Our partnership with FleetWallet³ aligns perfectly with GoCar’s commitment to smarter, more sustainable mobility. As an early adopter of this solution, we’re excited to demonstrate how secure, automated and increasingly intelligent payments can reduce risk and improve efficiency across shared mobility and fleet operations.”
The Platform Addresses Five Key Challenges:
Intelligent, Adaptive Fraud Prevention – Real-time telematics and data analytics help fleets prevent theft and misuse, unlocking over 10% in fuel savings while minimising manual reconciliation.
Seamless, Secure and Automated Payments – Fully integrated, PSD2-compliant fleet payments enable hands-free management across Europe’s strictest financial and tax regulations.
Real-Time Insights for Smarter Fleet Management – Transparent, data-driven reporting provides instant visibility into fleet performance and fuel consumption.
Centralised, GDPR-Compliant Control – A single platform to manage vendors and services securely, simplifying operations across Europe’s diverse fuel and mobility networks.
AI-Enabled Fleet Intelligence – FleetWallet³ will leverage AI to evolve with every transaction, learning from vehicle data to predict needs, optimise costs, and enable intelligent connected services.
The Future of AI-Powered Fleet Intelligence
Looking ahead to 2026, Cubic³ is advancing FleetWallet³ with AI-powered fraud detection, Smart Transaction Intelligence, and predictive analytics. A new conversational assistant will let managers “talk to their data,” detect anomalies, and act instantly – building intelligence that helps forecast costs, cut emissions and drive real-time sustainability.
AI Partnerships and Software-Defined Vehicle Integration
As part of its ongoing AI roadmap, Cubic³ is exploring new data-exchange partnerships with fleet-management providers and automotive OEMs to unlock the next wave of intelligence – from predictive maintenance and driver-behaviour analytics to EV charging optimisation and machine learning.
This approach positions Cubic³ as the AI orchestration layer for software-defined vehicles, bridging operational, financial and environmental data into a unified intelligence ecosystem.
“AI marks a defining moment for FleetWallet³ and the mobility and automotive industries,” said Foley. “Leveraging this technology, FleetWallet³ will become a self-learning platform that evolves with every transaction – predicting needs and connecting services from parking and tolls to EV charging, transforming vehicles into intelligent hubs within a smarter, more sustainable mobility ecosystem.”
Landmark Technologies, an Irish provider of IT and cybersecurity services, today announces a new partnership with Rewst, the leading automation platform purpose-built for managed service providers, to boost efficiency and streamline operations for Irish businesses.
Rewst technology automates up to 60% of IT and business processes – including helpdesk, onboarding, and billing functions – reducing the need to hire additional staff and implement or develop new internal systems. It speeds up traditionally lengthy processes across areas such as ticket resolution, password resets, invoicing, and reporting, with average savings for businesses of up to 500 hours per month.
This technology helps organisations to simplify their operations by improving integration, workflows, and accuracy, while reducing costs and enhancing the customer experience. The partnership will enable Landmark to better address these evolving customer needs, strengthen its automation capabilities, and support both company growth and the continued expansion of its client base.
Landmark has also rolled out a self-service portal which enables customers to submit and track IT requests round-the-clock, automates permissions to access folders and files, and provides a facility to add or remove joiners and leavers. This will ultimately lead to a reduced number of tickets, uninterrupted service, and quicker resolution times. Landmark will continue to add new automated services as the demand for increased system integration and streamlined workflows grows.
This fully managed solution is flexible and scalable in line with business growth, and frees up skilled teams to focus on core business tasks. In fact, Rewst’s platform saves customers an average of €615,000 annually in reduced manual effort, errors, and delays.
Ken Kelleher, Managing Director, Landmark Technologies, said:“This new partnership will be a game-changer for customers with the ability to remove highly repetitive elements from their key business processes – ranging from IT and HR to finance and customer service. The addition of Rewst’s platform to our portfolio will enable us to continue to meet the changing requirements of organisations as the business landscape evolves faster than ever before. This technology strengthens our ability to deliver fast and cost-effective IT support, while improving system integration and workflow efficiency. We are excited to roll out this cutting-edge automation technology to customers to support their continued growth and innovation.”
Melvyn White, Director of Sales – EMEA, Rewst, said:“Automation can help businesses to turn some of their biggest challenges into opportunities. We are looking forward to working closely with Landmark as they have the proven experience and skills to deliver our platform to a wide range of Irish organisations. This is especially important as the needle turns increasingly towards the adoption of automated and more streamlined processes. In turn, this will enable businesses to remain competitive and keep a sustained focus on their own growth.”
Aviva Insurance Ireland, one of Ireland’s leading insurance providers, has today been announced as a major partner of ClubberTV, the fast-growing sports streaming platform transforming how grassroots GAA and community sport are brought to fans across Ireland and beyond.
The new partnership marks a significant moment for both organisations, bringing together Aviva’s long-standing commitment to Irish sport with ClubberTV’s innovative approach to live and on-demand sports coverage.
Under the new agreement, Aviva will become an official partner of all ClubberTV coverage for the upcoming 2025/26 season, with prominent branding integrated across Clubber’s live match broadcasts, digital platforms, and community outreach initiatives, reinforcing both organisations’ dedication to growing grassroots sport.
Speaking at the announcement, Declan O’Rourke, CEO at Aviva Insurance Ireland commented, “At Aviva Insurance Ireland, we understand the power of sport to connect communities, and grassroots GAA is at the heart of communities throughout the country. We are proud to support the growth and development of ClubberTV in making our national game more accessible to national and global audiences. We’re delighted to support a platform that gives communities more in terms of access, entertainment and inspiration”.
Founded in 2020, Clubber has become Ireland’s leading live streaming platform for local and grassroots sport. Using cloud-based technology, it removes the need for traditional broadcast infrastructure, enabling high-quality, live coverage from any location. This year alone, it will stream over 1,500 games, cementing its position as the go-to platform for grassroots and semi-professional sports. Clubber holds exclusive, multi-year GAA broadcast rights across Ireland and is actively expanding its footprint into additional counties, sports, and international markets.
Jimmy Doyle, CEO of Clubber TV added, “To welcome Aviva Insurance Ireland as our first major partner is a proud moment. It validates the vision we’ve had from day one: to unlock the power of local sport and bring it to fans everywhere. Together with Aviva, we look forward to increasing the visibility of grassroot sport.”
Fans can watch games from 14 counties including the Tipperary, Cork and Kilkenny Club Hurling Championships, as well as the Kerry, Kildare and Meath Club Football Championships, plus some of the Camogie Club Championships with flexible subscription options.
The Esports World Cup Foundation (EWCF) today announced the return of Mastercard as an official event supplier for the 2025 Esports World Cup, the world’s largest esports event, set to take place in Riyadh, Saudi Arabia, from July 7 to August 24. The renewed partnership underscores Mastercard’s continued commitment to elevating digital experiences, championing youth engagement, and supporting the Kingdom’s rapidly growing gaming ecosystem.
Through the collaboration with the Esports World Cup, Mastercard will introduce a range of immersive on-ground activations and seamless payment solutions designed to enhance the overall fan journey. This will include creating a bespoke version of the Mastercard Gamer Academy, where Mastercard, in collaboration with G2 Esports and Esports World Cup, designed a one-of-a-kind experience that will provide 10 successful applicants with the opportunity to be mentored by professionals on how they could pursue a career in esports.
Further, fans can collect Priceless Points by interacting with the games and activities available at the Mastercard booth for the chance to win ultimate gaming gear that will be rewarded to the top scoring players. Further, there will be live appearances by G2 Esports players to be hosted as fireside chats to talk about areas like pro esports. The brand’s presence will emphasize the intersection of technology, gaming, and culture, anchored by initiatives that highlight and support local Saudi talent.
“Mastercard’s return as a partner reflects the Esports World Cup’s evolution from a tournament into a global cultural platform,” said Mohammed Al Nimer, Chief Commercial Officer, Esports World Cup Foundation. “Together, we’re creating impactful experiences that go beyond gameplay, uniting youth empowerment, digital inclusion, and immersive fan engagement. Mastercard’s focus on Priceless experiences and innovation makes them an ideal partner to help us inspire the next generation of gamers and connect with fans in meaningful and memorable ways.”
Saud Swar, Country Manager, Saudi Arabia, Bahrain, Jordan and other Levant, Mastercard added, “We are proud to deepen our partnership with the Esports World Cup Foundation as we continue to unlock the potential of gaming in the Kingdom. In line with Saudi Vision 2030, Mastercard is committed to connecting people to their passions, driving innovation, and inspiring the next generation. Our priceless experiences help empower youth, promote digital inclusion, and celebrate Saudi Arabia’s vibrant esports culture.”
This partnership builds on Mastercard’s long-standing global support for the gaming and esports industry, including its strategic sponsorship of Riot Games’ League of Legends and VALORANT. It reinforces Mastercard’s leadership in digital payments and its role in shaping future-facing experiences through youth engagement and innovation.
Alongside the tournaments, the surrounding gaming ecosystem continues to grow, including the rise of popular video game marketplaces, where players buy, sell, and trade gaming accounts, skins, and digital goods tied to their favorite esports titles.
The 2025 Esports World Cup will host 25 tournaments across 24 game titles, bringing together over 2,000 elite players and 200 Clubs from more than 100 countries; a level of competition that inspires many casual players to improve their skills through options like Dota 2 boosting services, coaching, and gameplay guides.
EHS International, a leading Irish provider of environmental, health, and safety (EHS) solutions, has announced an exclusive partnership with Australian-based technology company FLAIM Systems. Through the partnership, EHS International will deliver FLAIM’s world-leading virtual reality (VR) fire training simulators exclusively across the island of Ireland, as well as to its global client base.
The partnership will introduce a suite of VR training programmes — including fire extinguisher simulators, work instruction simulators and advanced industrial fire crew and defence industry simulators. Using 4D technology, FLAIM provides interactive, multisensory, highly realistic scenarios, with well over 60 lifelike training situations enhanced by heat and resistance software.
In addition to the core simulators, EHS International will offer the FLAIM product called Trainer. This is a leading-edge VR platform for advanced firefighter training. It enables realistic simulations of fire emergencies using over 70 immersive emergency fire situations. Trainer replicates key elements of live-fire response, including heat, hose pressure, and full interaction with real firefighting equipment such as hose reels, nozzles, self-contained breathing apparatus (SCBA), and PPE. Unlike traditional drills, it offers lifelike training without the risks, environmental impact, or resource use. Each session is estimated to save hundreds of litres of water, 20–50 litres of hazardous foam, and over 20 kg of CO₂ — roughly equal to discharging four large CO₂ fire extinguishers.
Chris Mee, Founder and CEO of EHS International, stated: “Our partnership with FLAIM Systems is a game-changer for fire safety training in Ireland. From basic extinguisher use to advanced emergency response, trainees can now experience real-life fire scenarios — safely, sustainably, and without the risks of live-fire drills.
“With immersive simulations, in-the-moment feedback, and real firefighting gear, FLAIM delivers unmatched realism. You wouldn’t let an airline pilot fly a plane without simulator training — the same should apply to fire and other safety training. Simulators are here to stay”
This new technology allows organisations to measure and track individual trainee competence, supporting compliance with Irish and EU safety legislation. All simulator training is led by EHS International’s expert trainers, ensuring correct and effective use across multiple sectors, including chemical, pharmaceutical and food.
FLAIM Systems’ Managing Director, Simon Miller, added: “FLAIM’s purpose is to deliver training technologies that prepare people to respond to hazards and emergencies, safely and confidently, for real-world challenges, and this partnership with EHS International reflects that mission perfectly. As emergency services face growing complexity, we’re committed to evolving our technology to meet their needs, delivering safe, immersive, and high-impact training experiences. Just as important is how we work: we listen and collaborate with our partners and customers to innovate purposeful training solutions that deliver a safer ready-to-respond workforce”
Headquartered in Cork, with offices in Dublin, Belfast, and London, EHS International was founded by Chris Mee in 2023 to deliver technology-enabled EHS services across consultancy, training, fire safety, and occupational health. The FLAIM collaboration expands its growing portfolio of innovation-led partnerships in the EHS sector.
The VR training programme is projected to deliver over €1 million worth of fire safety training over the next two years, supporting firefighters, emergency responders, and safety teams — from everyday workplaces to high-risk industrial environments.
For more information or to schedule a training session, visit ehsinternational.com.
Coinciding with National Bike Week, 10-18 May, Payzone, Ireland’s largest consumer payments network, is excited to announce an expanded partnership with Bleeper, Dublin’s longest-running stationless bike service. Building on a successful partnership since 2023, Payzone has renewed its sponsorship of Bleeper’s fleet of over 800 public bikes, operating across Dublin City, Fingal, and Dún Laoghaire-Rathdown County Councils, for a further two years.
In addition to the renewed sponsorship, Payzone has now added new functionality and features for active travel to its popular Payzone app, empowering users to not only locate the nearest Bleeper bike but also unlock and pay for it seamlessly using their Payzone account.
At the core of this partnership is a commitment to sustainability. Bleeper’s mission is to fight climate change, “one journey at a time”. In 2024 alone, Bleeper users avoided emitting approximately 46,520kg of CO2 by choosing to cycle for their daily trips. By integrating these services into the Payzone app, users now have even greater access to environmentally friendly travel options.
Jim Deignan, CEO of Payzone, commented: “This integration with Bleeper reflects our commitment to making everyday easier; in particular to make travel and mobility easier and more accessible to those commuting in the city. In addition to simplifying everyday transactions, we are also actively promoting a greener future for Irish towns and cities.”
Payzone is committed to continuous innovation, enhancing its users’ experience by integrating more value-add services. Payzone was the first app in Ireland to integrate shared bikes into its platform offering with the company planning to add further modes of transport in the future.
Hugh Cooney, Founder of Bleeper, added: “This partnership with Payzone represents a step towards making bike-sharing even more accessible to the public. The integration offers an easy and affordable way for more people to choose cycling as a sustainable transport option. We are thrilled to work with Payzone and look forward to further expanding these services.”
For more than a decade, Payzone’s mobile application has been a trusted platform for motorists, delivering continuous innovation. Payzone’s application offers a unique blend of parking, transport & micromobility solutions. Operating across 18 counties, the Payzone app makes it easy to find and pay for parking, manage toll payments, access shared mobility options and save with exclusive offers, all in one app.
