Boots Unveiled as New FAI Sponsor

Boots has formally launched its new three-year partnership with the FAI and the Republic of Ireland Women’s International Football team.

It was revealed as happening back in April on Sport for Business and yesterday’s announcement has been timed ahead of the team’s opening matches in the UEFA Euro 2021 Championship Qualifying Stage.

Boots will be supporting the team and promoting the games, the players and the sport through its 87 stores across the Republic of Ireland and via its Advantage card loyalty programme.

They join Three Ireland and Aviva in supporting Women’s football and the international team. That’s an impressive line up of backers.

First ever

The deal is part of a first-ever promotional arrangement covering each of the Republic of Ireland, Northern Ireland, England, Scotland, and Wales Senior International Women’s teams.

Republic of Ireland Captain and Arsenal midfielder Katie McCabe was in Dublin to announce the sponsorship which aims to help boost confidence in girls and women.

Recent research from UEFA found that awareness and participation in women’s football has had a powerful impact on the confidence of girls and women, with 80% of young women saying they feel more confident as a result of playing for their team.

During an exciting time for women’s football, new independent research from Boots Ireland has revealed that 71% believe that people should attend women’s sporting events to show their support and a further 76% of those surveyed believe female sports stars should be equally celebrated as their male counterparts.

Interestingly only 7% of the population of Ireland has ever attended a live women’s sporting event.

Positive impact

As an increasingly active nation, the research also highlighted the positive impact sport has had on women in Ireland with over a third (35%) of women feeling good about themselves when playing sports. Furthermore, 31% of women who play sports feel happier and 45% feel healthier.

As part of the partnership, Boots will be shining a light on the role models within the Republic of Ireland Women’s National Team, who will be inspiring the next generation of female footballers and sportswomen. They will feature in store promotions and window displays across the large estate of stores, echoing perhaps the success that Ladies Gaelic Football has had through its partnership with Lidl.

“As a team, we have a big couple of months ahead, with qualifying for the European Championships starting next month,” said McCabe.

“It was great to see the women’s game get the exposure it deserves during the Women’s World Cup, and campaigns like this between Boots Ireland and the FAI will only help to grow support of women’s football.”

“Through our partnership with the FAI we are excited to announce our support of the Republic of Ireland Women’s Football Team,” said Bernadette Lavery, Managing Director of Boots Ireland.

“It is wonderful to see such positive and growing support for women’s football in Ireland and we look forward to utilising our platforms, including our stores, our website as well as our social media channels to raise the profile of the women’s team.”

“During our three-year partnership, we hope to boost confidence and inspire pride in women and young girls in Ireland, encouraging them to get involved by supporting and playing football, whilst feeling good too.”


“Women’s football continues to grow in every area – participation, performance and commercially,” said FAI General Manager Noel Mooney.

“The FAI are delighted to partner with Boots to grow Women’s football in Ireland and we believe the Women’s national team will go from strength-to-strength.”

“As part of our new sponsorship with Boots Ireland we look forward to continuing to support girls and women in football,” added FAI Commercial Director Mark Russell.

“We hope it will encourage fans to get out and support their national women’s team as well as boost confidence in both girls and women to participate in the game.”

Tickets are still available for the Republic of Ireland’s UEFA EURO 2021 Qualifier in Tallaght Stadium against Montenegro, on September 3. You can buy your tickets here.

Read More: Boots Backing Women’s Football
Read More: Exclusive Interview with Gillian Hennessy of Boots Ireland (Thursday)
Read More: Electric Ireland Extends Backing of Northern Ireland Women

Image Credit: Billy Stickland,

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