The headline reads like a simple renewal, but the story goes much deeper. Aviva is staying on Ireland’s biggest stage, and in this week’s timely Sport for Business Podcast, we unpack why that matters for fans, partners, and the future of Irish sport.
We sit down inside the stadium with the FAI’s Head of Commercial, Sean Kavanagh, and Aviva’s Head of Sponsorship, External Communications and Sustainability, Brian O’Neill, to explore how a naming rights deal became cultural shorthand for big nights in Dublin 4, and how the partnership now stretches from elite fixtures to the kids lacing up their boots.
Sean pulls back the curtain on the FAI’s priorities: making every match feel bigger, smarter, and more welcoming. From dynamic LEDs and smarter in-bowl moments to fan surveys that shape pre-game and halftime, the focus is on engagement that families, new supporters, and die-hards can feel.
We get into EURO 2028 and the “Dublin Arena” rules, how category exclusivity keeps partners aligned, and why the League of Ireland is riding genuine momentum with sell-outs, LOITV records, and clubs at the heart of their communities.
The women’s game features strongly too, with targeted growth plans and fresh approaches to matchday that meet the needs of different demographics where they are.
Brian charts the evolution from pure brand awareness to measurable value.
He explains how social content, competitions, and broadcast reach tie directly to retention and acquisition across general, life, and health insurance.
We talk third-party valuations, UK audience spikes for marquee games, and why heritage assets like Aviva’s yellow and the stadium itself matter for recognition.
The sustainability thread runs throughout, from recycled materials and water systems to biodiversity on the ground and programmes like In Her Boots that support girls through the teenage drop-off years.
COVID stress-tested the partnership in its last renewal. Today, we discover how delivery by the FAI and IRFU, and mutual trust, set the stage for a fresh five-year commitment.
Image Credit: Aviva and Sportsfile
Further Reading for Sport for Business members:
Read our Sport for Business Coverage of Sponsorship
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