Tipperary Pure Irish Water has taken over as the Official Water Sponsor of the Football Association of Ireland.

The sponsorship was announced on Sunday as Stephen Kenny gathered his first Irish squad and as a result managed to secure a mention on the main evening news bulletins.

The opportunity to become part of the FAI family of sponsors arose with the demise of Celtic Pure who had previously held the position

Ahead of the upcoming UEFA Nations League ties against Bulgaria and Finland, Republic of Ireland men’s manager Stephen Kenny was joined by Keith O Haire, C&C Group’s Head of Non-Alcoholic Beverages to launch the new deal, as well as by Sarah Leahy, pictured above, the company’s Brand Manager in the same space.

The Irish company will hydrate all of Ireland international teams from the Under-15 sides, up to the Senior Men’s and Women’s International Teams, as both sides look to qualify for their respective upcoming European Championships in 2021 and 2022.

“We are delighted to join forces with Tipperary Water”, said FAI Commercial and Marketing Director Mark Russell.

“Our senior and underage international teams, and all FAI staff will benefit from this partnership in the coming years. It’s a relationship we are thrilled to form with such a respected Irish company.”

“Everyone in the team at Tipperary Water is delighted that we’ve been selected as the Official Water Sponsor of the FAI,” added O’Haire.

“Football enjoys massive popularity in Ireland amongst players and fans in every community. Our national teams have provided the nation with countless moments of sporting excitement, over many decades, and our fans are famous, the world over for their pride, passion and exemplary sporting behaviour.”

“We see this partnership as an exciting opportunity to engage with our customers, to drive community spirit and to educate players and fans, from grassroots to international level, about the benefits of proper hydration and about the environmental benefits of choosing our new 100% recyclable, 88% plant-based and eco-friendly, carton.”

“This is an exciting time for Irish football and for Tipperary Water to partner with the FAI. We wish Stephen, Vera and all the players every success in their respective upcoming qualifying campaigns.”

Tipperary Water already sponsors the Tipperary Club GAA Championships and is a partner of Hell and Back.

Sport for Business will watch out and bring you the story behind the ways in which the new partnership looks to activate over the coming months and years.