This Friday sees the kick off of the 2021 SSE Airtricity League Premier Division.
After the trauma of last year, there is a greater optimism surrounding the domestic game this season with a new regime in power at the FA and a new extension of the SSE Airticity sponsorship in place for at least two years.
The streaming experiment created out of the wreckage of the 2020 season is back with every game guaranteed to be watchable through the first 14 rounds of action up until the summer and fans are being urged to show there is a marketplace for an initiative that retains the potential to transform the kind of revenue the League can draw from its media rights.
Fans may not be able to return until the second half of the season but a number of clubs are still progressing with season tickets of a kind that allows for access to the Watch LOI service and other benefits.
Commercial partnerships have held up as well with nine of the ten clubs taking to the field next weekend with a front of shirt sponsor.
Through this week we will have interviews with a number of key figures across the club landscape.
Here though is our round-up of how the clubs in the top flight have been active in the partnership scene ahead of the start of the season.
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BOHEMIAN FC
Principal Commercial Partner: Des Kelly Interiors have been partners of the club for 25 years. In November 2019 they announced a new four-year partnership and the return to the front of the shirt.
“The Kelly family have been colossal supporters of the club down the years,” we were told at the time by Club COO Daniel Lambert.
“It is nearly 20 years since Des Kelly part-funded our project to see the old Shed End move from terracing to become the Des Kelly Carpets Stand. Des Kelly were also our main shirt sponsor for ten seasons from 2002 until 2011.”
Their support has also allowed Bohemian FC to engage the fan base and the local community in sport for social good initiatives like last year’s refugee’s Welcome campaign and this year’s partnership with Fontaines DC to support Focus Ireland.
Other Commercial Partnerships: Dublin Bus, MG Motors, Credit Union, Porterhouse Brewing, DHL, Sierra Nevada, Veltins Lager.
Kit Supplier: O’Neills
Support for WatchLOI: All Members and Season Ticket Holders are being funded with full access to half-season Watch LOI subscription
Initiatives: Fontaines DC and Focus Ireland Partnership launched on Forbes Magazine Saturday. Painting of mural at Poolbeg Lighthouse for Mother’s Day, Creation of Disability Supporters Association.
Twitter: @BFCDublin 30.5K Followers
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DERRY CITY
Principal Commercial Partner: Diamond Corrugated signed a new three-year deal in November 2019 and Paul Diamond has been an integral part of the club for over 35 years, serving as Chair the last time they won the Prmier Division title in the mid 90’s.
Other Commercial Partnerships: GMK, City Cabs, Wurkhouse, Desmond Motors, AE Global
Kit Supplier: Adidas
Support for WatchLOI: Platinum Members receive a code for full access. Gold and Silver Members will get a discount code. The service is being promoted on social media and on radio and local print advertising.
Initiatives: The club lottery has been relaunched. An Academy Zoom session running weekly through the lockdowns welcomed Celtic Captain Scott Brown as a guest last week. The Ryan McBride Foundation
Twitter: @DerryCityFC 27.7K Followers
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DROGHEDA UNITED
Principal Commercial Partner: Scotch Hall Shopping Centre first came on board as the clubs main commercial partner in 2012 and have been so ever since. In normal times the club has a prominent retail outlet in the Centre.
Other Commercial Partnerships: Anglo Printers, Blackstone Motors, Turkish Airlines, Player Data
Kit Supplier: Umbro
Support for WatchLOI: Bundled as part of a Membership package including a WatchLOI pass for the first half of the season and a DrogsTV one for the second half suggesting continuity regardless of whether WatchLOI is extended. There is also a chance to win two round the world business class airline tickets, which may be a while before redemption.
Initiatives: In early 2020, Drogheda United embarked on a venture to sign up multiple Patrons who would then enter a draw to choose a charity after which to name United Park. Unfortunately, the pandemic interrupted the plans as many businesses suffered in the lockdowns.
However, last week a draw took place to choose a winner and local Councillor, Joanna Byrne, emerged successful. She selected “Head in the Game Park” to be the new name for United Park for 2021. Head in the Game is a movement set up by Irish football fans to raise awareness of the importance of mental health across the football community.
Twitter: @DroghedaUnited 25.1K Followers
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DUNDALK FC
Principal Commercial Partner: In December 2020 online gaming brand Bet Regal was announced as the club’s main commercial partner in a two-year deal said to be “the largest commercial deal in Dundalk Football Club’s history.”
Bert Regal was previously the club’s gaming partner.
Other Commercial Partnerships: John McCabe Motors, Statsports
Kit Supplier: Umbro
Support for WatchLOI: A discounted Season Ticket package includes a Watch LOI streaming pass.
Initiatives: The club has relaunched its Academy and established a new partnership with local Digital Advertising Agency and product development company The Unit.
Twitter: @DundalkFC 39.9K Followers
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FINN HARPS
Principal Commercial Partner: KN Group extended last season but the club is still seeking a main partner for 2021.
Other Commercial Partnerships:
Kit Supplier: Joma
Support for WatchLOI: Discounts at different levels are being made available to different levels of membership.
Initiatives: The club has been running a Mega Car Draw as a fundraiser with the draw to take place on April 4th. The main fundraising comes from the 500 club
Twitter: @FinnHarpsFC 16.9K Followers
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LONGFORD TOWN
Principal Commercial Partner: The Bishopsgate Group came on board as main club sponsors in 2019.
Other Commercial Partnerships: The Munnelly Group have been strong supporters since they first came on board with the club in 2013.
Kit Supplier: Macron
Support for WatchLOI: Season Ticket holders will be given a free pass and access to streams of all games this season.
Initiatives: The club have expanded their digital engagement producing a regular podcast, streaming pre-season friendly games and creating digital video content
Twitter: @LongfordTownFC 12.2K Followers
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ST PATRICKS ATHLETIC
Principal Commercial Partner: McCarthy Insurance Group cam on board at the start of the 2018 season and will be on the shirt front for a fourth season.
Other Commercial Partnerships: Bill Griffin Motors, Flomax, Rascals, JaccSports, Manguard Plus
Kit Supplier: Umbro
Support for WatchLOI: The club is promoting through its online channels but there is no specific mention of discounts or passes as part of its 2021 supporter packs.
Initiatives: The Patron Saints initiative continues to involve fans in a number of different projects.
Twitter: @StPatsFC 22.8K Followers
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SHAMROCK ROVERS
Principal Commercial Partner: Shamrock Rovers recently announced a major new sponsorship deal with global online betting and gaming brand 888.
The agreement will see 888sport branding feature on the front of players’ shirts, as well as throughout Tallaght Stadium. It will be in place for the next two seasons.
Other Commercial Partnerships: Hyundai, Beacon Hospital, Carling, The Square, South Dublin County Council, Roadstone, Maldron Hotels,
Kit Supplier: Umbro
Support for WatchLOI: Season Ticket Holders have pass included with their benefits. If the WatchLOI service is discontinued then the club has committed to providing its own streaming service through the existing SRFCTV.
Initiatives: The club is undertaking a consultation with fans around inclusion and accessibility. Fan flags will be displayed in Tallaght Stadium for all games until fans are allowed return.
Twitter: @ShamrockRovers 35.5K Followers
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SLIGO ROVERS
Principal Commercial Partner: AvantCard came on board as the main commercial partner in a two-year deal at the start of last season.
The company rebrand to Avant Money will be reflected in that branding on the shirt front this season.
Other Commercial Partnerships: IT Sligo, Off The Ball, Clayton Hotels, The Sligo Champion
Kit Supplier: Joma
Support for WatchLOI: Free passes are being given to all adult, OAP and Concession Match Package ticket holders
Initiatives: The Shine online documentary was a great piece of content talking about the importance of the club within the town and the local area. The Bit O’Red wall at the Showgrounds is now up beyond 500 tiles. The club has been running Friday night bingo nights through the offseason to stay connected.
Twitter: @SligoRovers 25.4K Followers
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WATERFORD FC
Principal Commercial Partner: The club is continuing with its campaign to bring 24/7 Cardiac Care to the South East, having reportedly turned down commercial sponsorship last season.
Other Commercial Partnerships: Viking Hotel Waterford, Mortgage Corporation, UPMC, Waterford Institute of Technology.
Kit Supplier: Umbro
Support for WatchLOI: All Members and Season Ticket Holders are being funded with full access to half-season Watch LOI subscription
Initiatives: Waterford FC is the first SSE Airtricity League Club to set up its own Patreon account so as to monetise exclusive digital content. The Waterford team recently underwent baseline concussion testing as part of its partnership with UPMC.
Twitter: @WaterfordFCie 17.7K Followers
Sport for Business Partners
