Britvic Ireland has stepped onto the Irish basketball court with a new partnership that will see its leading soft drink and hydration brands embedded at both elite and grassroots level.
Basketball Ireland confirmed today that Britvic will become the Official Soft Drink Partner to the National Basketball Arena, bringing household names including Pepsi, 7Up, Club Orange, Ballygowan and Energise Sport into the country’s showcase venue for the sport.
It marks a significant commercial boost as the Arena continues its evolution into a modern home for fans and events alike.
The deal goes beyond the court sidelines. Ballygowan will also serve as Official Hydration Partner to Ireland’s senior international men’s and women’s sides for the next five years, ensuring players have access to leading hydration solutions as they prepare for a busy cycle of European competition.
, he spoke of the momentum building in the sport and the role the company can play in sustaining it:
“It’s a real pleasure to be supporting the Irish men’s and women’s basketball teams,” said Mark Hargadon, Commercial Director at Britvic Ireland and a former Irish underage international and Men’s Super League player.
“They continue to make excellent strides on the court at FIBA EuroBasket level and the future is clearly really bright for Irish basketball. I’m really looking forward to seeing both teams back on the court in the new year.
“As a former player, I know that when it comes to performance on the court that hydration is key. We’re delighted to be backing Irish basketball, our players will now have Ballygowan and Energise Sport on hand, to keep them refreshed and help stay in optimum shape.”
Supporters will also notice the change, with Britvic’s brands becoming a prominent part of the match-day experience. “We’re also delighted to be the National Basketball Arena’s Official Soft Drink Partner, providing fans with our wide range of products as they cheer on their team, whether it’s our Irish international sides, their club or school,” he added.
For Basketball Ireland, the announcement builds on a broader strategy to enhance both performance pathways and venue standards. Head of Commercial and Brand, Gus Lewis, highlighted the importance of hydration for elite athletes while also pointing to the value the partnership will bring to fans and hirers of the National Basketball Arena.
“Hydration is vital in elite sport and we’re really pleased to have Britvic Ireland on board as Official Hydration Partner, to support our senior men’s and women’s teams,” he said.
“From a spectator point of view, we are constantly elevating the experience at the National Basketball Arena and having Britvic Ireland’s iconic brands – Pepsi, 7Up, Club Orange, Ballygowan and Energise Sport – available to buy will help fans enjoy game-time even more.”
The National Basketball Arena has become an increasingly sought-after venue, playing host to marquee fixtures and commercial events, with a capacity of up to 2,500. Lewis noted that the latest deal reinforces its appeal:
“This announcement also reinforces the Arena as one of Dublin’s leading indoor venues – with a capacity for up to 2,500 attendees, it is perfect for trade shows, conferences and meetings.”
The partnership signals another moment of upward trajectory for Irish basketball, linking commercial strength with on-court ambition at a time when international performances and domestic interest continue to rise.
Sport for Business Perspective
The redevelopment of the Arena is still on the planning table with permission granted and now the question of funding moving centre stage. Deals like this elevate the Arena as a proper national venue and will hopefully nudge towards Large Scale Sports Infrastructure Funding
Image Credit: Sport for Business
Further Reading for Sport for Business members:
Read our Sport for Business Coverage of Basketball
SPORT FOR BUSINESS Upcoming Events
MEMBERSHIP AND EVENTS,
The League of Ireland, SSE Airtricity, Bohemian FC, Shelbourne FC, Shamrock Rovers and Drogheda United, as well as all the leading sporting and business organisations in and around the world of sport, are among the 300+ members of the Sport for Business community.
This includes all of the leading sports and sponsors, as well as commercial and state agencies, individuals interested in our world, and an increasing number from beyond these shores taking a keen interest in Ireland.
Find out more about becoming a member today.
Or sign up for our twice-daily bulletins to get a flavour of the material we cover.
Sign up for our News Bulletins here.
