The Commercial Story of the 2018 SSE Airtricity League Clubs – Part Two

The SSE Airtricity League kicked off at the weekend with as warm a glow of positive fan emgagement and media as has been seen for many years

There was a 24 percent lift in attendance at Premier League fixtures last year and a stronger grounding for the clubs being achieved through the development of the U19, U17 and this season U15 Leagues.

We saw in our interview last week with Sponsorship manager Leanne Sheill that they will be mounting strong digital and in-ground activation across the season backed up by JGA Sports.

Everything in sport comes down to local at the end of the day though and we have been having a look around the ten clubs in the Premier League this season to see what they have been doing and saying off the pitch in the build-up to the season…

See here what we had to say about Bohemians, Bray Wanderers, Cork City, Derry and Dundalk.  Now it’s time to complete our look around the Premier League clubs.


Limerick announced in December that Turkish betting company BetSat would be the clubs main shirt-front sponsor for 2018.

At the time of the announcement Chairman Pat O’Sullivan said it would help foster a profile for the club in Turkey which will hopefully compensate for the raised eyebrows that increasingly accompany gambling company sponsorship.

In England it is one of the biggest sectors for sponsorship with all clubs having at least one and often two official betting partners.  Here though recent investigations into suspicious betting patterns on matches cast something more of a shadow.

Umbro are the clubs official kit partners and they also have relationships with locally based Kelly Travel, Eventmaster and Lucozade Sport.

St Patrick’s Athletic

St Pat’s maintained their Premier League status with a strong finish last year.  This year they have a new front of shirt sponsor in MIG Insurance Brokers, replacing the charity Pieta House who adorned the shirts last year.

Long-term backer Clune Construction remains in place on the club website as a supporter alongside the Green Isle and Moran red Cow Hotels and a selection of other local businesses.

Shamrock Rovers

Rovers remain one of the most advanced clubs in the League when it comes to corporate partnerships and innovation.

Pepper Money remain on board as the main shirt sponsors with Hyundai on the back of the shirt.  Maldron Hotels who own the property overlooking Tallaght Stadium are another main sponsor and they are joined by Flynn O’Driscoll, Paddy power and Pulse Logistics among a group of 15 corporate partners.

That number is dwarfed again by the list of company’s that have helped out in some small way with the growth of the Shamrock Rovers Academy.

We also particularly like the Corporate Challenge they run whereby companies can enter teams to play in a tournament at Tallaght Stadium for a cost of €5,000 with all proceeds again going back into the Academy.

Our own Sport for Business friends and members Teneo PSG were strong players in last year’s tournament


Sligo Rovers

Connolly VW is back again as the main club sponsor for another year and PHD are another to have renewed their partnership having been with the club since 2015.

A fundraising campaign organised by supporters titled The Up The Bit o’Red Campaign has passed through €30,000 and will continue through to the end of March in a bid to provide more financial stability for the club.


After a strong year and promotion last season Waterford burst back into the top flight with a win over Derry City on the opening night of the campaign.

They are one of two clubs to have a betting sponsor on the front of the shirt with 21 Bet signed up mid-season last year and continuing again for the full of this season’s campaign.

The brand is the official betting partner of English Championship promotion contenders Wolves and were brought on board by Chairman Lee Power last season as saying “To attract an official sponsor with the reputation and reach of 21Bet underlines not just the significant growth of Waterford FC in a short space of time, but the marketing and growth potential of League of Ireland football as a whole.”

The club has a second international brand on the shirt sleeves with Robus Lighting back for a second season.

Join us tomorrow when we will have a look at the respective social media strength of the Premier League clubs at the start of this new season.

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