Dublin Airport has become an official sponsor of the Ireland Women’s Rugby Team in a new partnership between DAA and the IRFU that will combine practical travel support with a significant programme of promotional activity.

The agreement will see Dublin Airport support the team as it travels to represent Ireland internationally, while also using the airport’s considerable passenger reach, digital channels and physical estate to increase the visibility of the players and women’s rugby.

Over the coming months, the partnership will be activated through player appearances at Dublin Airport, digital and social content, competitions and other fan-facing initiatives.

The deal builds on a the airport’s long association with Irish sport and positions it as more than simply a transport hub for teams and supporters.

With millions of passengers passing through the terminals each year, the airport offers the IRFU a high-footfall platform through which the women’s team can connect with audiences well beyond traditional rugby channels.

“Women’s rugby continues to go from strength to strength, and we’re incredibly proud that Dublin Airport will play a part in that journey,” said Nick Cole, Deputy CEO of daa.

“This partnership gives us a real opportunity to help increase the visibility of the sport in Ireland and bring the team closer to even more fans.”

Cole pointed to Dublin Airport’s historic role in some of the defining public moments in Irish sport, including the return of Jack Charlton’s Ireland team from Italia ’90, Katie Taylor’s Olympic homecoming in 2012 and the reception for Ireland’s Olympic team in 2024.

“This partnership is about much more than putting our name alongside the team,” he added.

“We want to get behind the players, be part of their journey and use our reach to connect them with more supporters, while encouraging more women and girls across Ireland to get involved in rugby and sport.”

Billy Murphy, Chair of the IRFU Commercial and Marketing Committee, said Dublin Airport’s relationship with international travel made it a natural fit for the national team.

“We’re delighted to welcome Dublin Airport as an official sponsor of the Ireland Women’s Rugby Team,” he said.

“Dublin Airport has long been integral to the international journeys made by squads and supporters over the seasons.

“This partnership gives us the opportunity to connect the Irish Women’s Squad with an even wider audience given the volume of people travelling through the airport on an annual basis.”

 

Sport for Business Perspective

The most interesting element of the partnership is Dublin Airport’s potential value as a media and engagement platform.

In women’s sport, sponsorship increasingly goes beyond logo visibility and into the ability of partners to introduce athletes and teams to new audiences.

Dublin Airport can do that at scale.

Its terminals provide repeated opportunities for exposure to domestic and international passengers, while the stories around departure, travel and homecoming fit naturally with international sport.

That gives the partnership a strong activation platform around major fixtures and tournaments, with the potential for player content, fan engagement and airport takeovers to create moments that extend well beyond match day.

It also adds another commercial partner specifically aligned with the Ireland Women’s Rugby Team, at a time when the wider growth of women’s rugby is creating stronger opportunities for brands to build meaningful long-term associations with the sport.

 

 

 

 

The IRFU, Vodafone and Aer Lingus, Bank of Ireland and Energia, PwC and Aldi are full members of Sport for Business. 

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Image Credit: Iriish Rugby and Sportsfile

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