As the new League of Ireland SSE Airtricity Premier Division season gets underway this Friday, Virgin Media Ireland has announced new club partnerships through its broadband business with three of the league’s most historic sides — Shamrock Rovers FC, Shelbourne FC and Galway United FC.
The sponsorships come at a time of strong momentum for the League of Ireland, with attendances, supporter engagement and broader public interest continuing to trend upward across both the men’s and women’s games. Virgin Media’s backing is positioned as a show of confidence in the domestic league and the communities that sustain it.
Under the agreements, the Virgin Media brand will feature prominently on club kits, appearing on the back of Galway United jerseys and on the shorts of Shamrock Rovers, while Shelbourne FC will be supported as a key club partner.
The partnerships are led by Virgin Media’s broadband business and complement the company’s role as the league’s broadcast partner through live television coverage.
Emer McCarthy, Head of Brand and Marketing at Virgin Media, said the sponsorships reflect a commitment to Irish football beyond the screen. “While our television business continues to bring live League of Ireland action to viewers nationwide, this sponsorship — led by our broadband business — is about backing clubs and communities at the grassroots level,” she said. “Through our broadband network, we connect homes, families and football fans across Ireland, and we’re proud to support the League of Ireland where it matters most: on the pitch.”
Club representatives welcomed the announcement, underscoring the importance of visible, sustained commercial partnerships as clubs continue to invest in facilities, players, and the supporter experience.
Daniel Cleary, Commercial Manager at Shamrock Rovers, said the alignment between the club and Virgin Media was clear. “Shamrock Rovers F.C. is proud to partner with Virgin Media for the 2026 season,” he said. “Virgin’s scale, ambition and commitment to engaging audiences aligns closely with Shamrock Rovers’ continued growth on and off the pitch.”
Galway United Head of Commercial and Marketing Sam O’Neill described the partnership as one rooted in community. “This partnership is about more than branding; it’s about backing a club and a community that lives and breathes football in the West of Ireland,” he said, adding that the sponsorship reflects the positive direction of the league as a whole.
Shelbourne CEO Tomás Quinn said Virgin Media’s support would play an important role in the club’s ongoing development, citing shared values around connection and impact across Irish sport.
The 2026 League of Ireland season kicks off on Friday, 6 February, with fixtures taking place nationwide. The announcement follows Virgin Media’s recent sponsorship of the Bohemians FC Women’s first team, further strengthening its footprint within the domestic game.
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Image Credit: Virgin Media
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