We have been looking at the commercial deals that sustain the SSE Airtricity League of Ireland Clubs since 2012.
Plenty has changed in that time and as we take a look into the partnership of the clubs now in 2023, we have also included the paragraph we covered over a decade ago. We hope you find it of interest.
Today we have the lowdown on the ten clubs in the SSE Airtricity Premier Division, with the Men’s First and Women’s Premier Divisions to come over the coming weeks.
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BOHEMIAN FC
Principal Commercial Partner: Des Kelly Interiors have been partners of the club for 25 years.
They have been back on the front of the shirt for the past four years and the relationship is one of the strongest and longest term in the league.
They have also seen their brand feature around the world by sharing billing on the shirt with causes including those supporting refugees, and specials featuring Bob Marley.
At last year’s Sport for Business Sponsorship Showcase, the club highlighted a project to create a community as opposed to a corporate box at Dalymount, housed in a shipping container and kitted out by none other than Des Kelly Interiors.
Ownership: Bohemians is owned by the fans and has been for over 100 years.
Other Commercial Partnerships: Dublin Bus, MG Motors, Community Credit Union, Porterhouse Brewing, DHL, Westbrook Motors, Premier Property Group and Bodytonic.
Kit Supplier: O’Neills
Back in 2012: “Bohs have a lively website with plenty of calls to action. The club is seeking sponsorship for naming rights at Dalymount Stadium and lists multiple sponsors ranging from Dublinbet.com to the Daily Mirror, Bus Eireann and Nivea for Men. The Bohs Business alliance was launched last May and offers a range of benefits for an annual fee of €200. In pre-season games the club has worn shirts supporting the Lean on Me initiative promoting good mental health.”
Twitter: @BFCDublin 44.5K Followers (up from 30.5K in 2021)
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CORK CITY
Principal Commercial Partner: Zeus, an Irish-owned packaging company are the main commercial partner of Cork City, alongside Absolute Teamsport a German Adidas agency.
Ownership: The club was sold by Fan Ownership group FORAS in November 2022 to Kildare businessman Dermot Usher who has committed to long-term funding using the proceeds of the sale of his company Sonas bathrooms in 2021.
Other Commercial Partnerships: UCC, Johnson and Perrott, Bon Secours Hospital, Jackie Lennox, Red FM, Mardyke Arena, Cork Airport, EZ Living Interiors, Simply Suits, FreeNow, Blacknight Solutions, Audivox, the Echo, Credit Union
Kit Supplier: Adidas (New for 2023)
Initiatives: The club launched a personalised primary school children’s season ticket for just €5 from children throughout the North West. The club motto is that football is more than a TV show and it has a number of community initiatives underway since the lifting of Covid restrictions
Twitter: @corkcityfc 55.5K Followers (up from 44.1K followers last year)
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DERRY CITY
Principal Commercial Partner: Diamond Corrugated have been long-term partners and Paul Diamond has been an integral part of the club for over 35 years, serving as Chair the last time they won the Premier Division title in the mid-’90s.
Ownership: Philip O’Doherty sold his engineering firm in 2021 for a substantial sum and has committed to doing what is needed to secure a first league title since 1997. Winning the FAI Cup in style last year was a good step in the right direction.
Other Commercial Partnerships: GMK, City Cabs, Desmond Motors, AE Global, Budget Energy, KSK Rathmor Engineering
Kit Supplier: O’Neills
Back in 2012: “The Candystripes have signed up a number of new retailers in the city through which they will sell club merchandise. The clubs main sponsor is Diamond Corrugated who came on board after long term supporter meteor Electrical became a victim of the recession in 2009. The rise of former player James Maclean has created a real buzz about the club this pre-season.”
Twitter: @DerryCityFC 35.0K Followers (Up from 27.7K in 2021)
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DROGHEDA UNITED
Principal Commercial Partner: Drogheda United FC and Drogheda Credit Union agreed a five-year partnership and sponsorship deal in February 2022. The institution is the lead sponsor of the club’s new Community Foundation as well as having its brand appear on the front of the first team jerseys, along with the League of Ireland academy teams.
Ownership: The club exited examinership in 2009 and has mixed ownership including long-term supporters the Hoey family and members of the Drogheda United Supporters Club
Other Commercial Partnerships: Anglo Printers, Scotch Hall Shopping Centre, Turkish Airlines and Player Data
Kit Supplier: Errea (new for 2023)
Back in 2012: “Drogheda has the slickest sponsorship promotion material in the League. “United in Business – Sponsorship in a different league’ is the theme and everything from match packages to mascots, players to perimeters are listed in an a la carte format. The United in Business Package groups some of these together at a cost of €2,500, down from €4,000 in 2010. Hunky Dory’s remain the clubs primary sponsor, alongside an extensive list of other partners.”
Twitter: @DroghedaUnited 32,500 Followers (up from 25.7K last year)
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DUNDALK FC
Principal Commercial Partner: In December 2020 online gaming brand Bet Regal was announced as the club’s main commercial partner in a two-year deal said to be “the largest commercial deal in Dundalk Football Club’s history.” The deal has rolled over again with Dundalk now the only League of Ireland club with a gambling company on the shirt front. It does not appear in children’s replica shirts.
Ownership: The club was bought back locally by Andy Connolly and Sean O’Connor, the founder of StatSports in 2021 but at time of writing discussions are taking place with the Turkish media group that owns Hull City in the English Football League.
Other Commercial Partnerships: StatSports, Playr-Fit, FastFix Direct, Blackstone Motors, UHY FDW, Deluxe Bathrooms, Gardiner Family Apothecary, Irishify, CTI Business Solutions, Intact Software, Sportsfile
Kit Supplier: Playr-Fit (New for 2023)
Back in 2012: “Fyffes were another of the main new sponsors to come on board ahead of the new season. It is good to see an international brand making a local choice and Emma Crewe, the company’s marketing manager said that the relationship was a good one to promote a healthy eating and lifestyle message. The company will also be involved in the new Oriel Active Centre at Oriel Park. Locally based Boylesports are also a sponsor. They are the official betting partner of the FAI.”
Twitter: @DundalkFC 43.7K Followers (up from 39.9K in 2021)
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ST PATRICKS ATHLETIC
Principal Commercial Partner: Manguard Plus stepped up from a partner to become the club’s principal sponsor at the start of last season, and remain so through 2023. It is noteworthy that both of the two companies that previously held the jersey sponsorship remain on board as partners.
Ownership: The club was bought by property developer Garrett Keller back in 2007 and he remains a very active presence at the club.
Other Commercial Partnerships: Bill Griffin Motors, Clune Construction, McCarthy Insurance Group
Kit Supplier: Umbro
Back in 2012: “Nissan has been involved as the club’s main sponsor since 2010 and Umbro are mid-way through a four-year deal as the official kit supplier. Inpho Photography, Sandtex Exterior Paints and Hilton Hotels are also listed as partners.”
Twitter: @StPatsFC 29.1K Followers (up from 22.8K in 2021)
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SHAMROCK ROVERS
Principal Commercial Partner: In January Shamrock Rovers announced a new sponsorship agreement with Mascot Workwear to become the new Principal Partner and Front of Shirt Sponsor of the club’s Men’s first team for 2023. The Denmark-based company is well-established in Ireland and has one of the widest and largest ranges of workwear on the market. The new partnership replaces that with 888 Bet which had been on the shirt front for the past two title-winning campaigns but which expired at the end of last season and had caused some unease among fans.
Ownership: The club is 50 per cent owned by the fans but with private individuals Ray Wilson and Dermot Desmond each holding 25 per cent and having board representation. Dermot Desmond bought his stake from Ray Wilson in 2019.
Other Commercial Partnerships: Hyundai, Blake Brothers, Sharpgroup, Carling, The Square, South Dublin County Council, Roadstone, Maldron Hotels, The Pod Factory, and Gourmet Food Parlour
Kit Supplier: Umbro
Back in 2012: “Reigning Champions and they then signed perhaps the biggest deal of the close season when Seat came on board as the club’s primary sponsor. The announcement was covered in the first issue of Sport for Business Weekly and is one of a range of commercial deals run by the club. Local businesses are accommodated through the Rovers Rewards programme that offers branding, networking and consumer discount packages for an annual fee of €200. There is also a business club and a total of 15 sponsors currently listed on the site. Perhaps the most impressive element is that the previous shirt sponsor Woodies DIY is still on board. Success breeds success.”
Twitter: @ShamrockRovers 44.1K Followers (up from 35.5K in 2021)
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SHELBOURNE FC
Principal Commercial Partner: Shels announced water solutions company Culligan as their primary and shirt front partner for 2023 just before Christmas. They take over from Hamptons who have been on board for the past two years
Ownership: Andrew Doyle bought the club in 2018 and has brought in fresh investment from a number of leading business personalities including Brian McGovern and Mickey O’Rourke. Last year there was a fresh round of investment from the US under Closebreak and at the time of writing discussions are taking place about fresh investment with the owners of Southampton and Hull City both understood to have held discussions.
Other Commercial Partnerships: Hamptons, Blaklader, Brooklyn Flooring, Permanent TSB, Avonmore Protein Milk, Cloudforests, Movehome, EISports, Halpin Sports Sponsorship, Sumoblue, and Mitchum.
Kit Supplier: Umbro
Back in 2012: “Cab 2000 is into the third year of its sponsorship with the club. Nivea for men, Dulux and Eircom are also listed on the website.”
Twitter: @ShelsFC 23.8K Followers (up from 17.3 K in 2021)
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SLIGO ROVERS
Principal Commercial Partner: Avant Money signed an extension to its original deal and will be the sponsor of the Men’s and Women’s teams through to the end of the this season under the current deal.
Ownership:The club is a co-operative venture, owned by the people of Sligo and the surrounding area.
Other Commercial Partnerships: The Sligo Champion, Oh Hello Clothing, Atlantic Technological University, Clayton Hotels
Kit Supplier: Joma
Back in 2012: “New manager in Ian Baraclough, new sponsor in the shape of Connolly’s Volkswagen. The club is looking to progress from its cup exploits towards a serious run at the title. The local dealership is on board for an initial two years. The club also runs a 400 club which costs €240 a year, gives monthly prizes and has delivered over €500,000 since it was inaugurated in 2003.”
Twitter: @SligoRovers 30.9K Followers (up from 25.3K in 2021)
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UCD AFC
Principal Commercial Partner: O’Neills have returned to the front of the UCD shirt after a one-year charity partnership with Jigsaw and the UCD Students Union
Ownership: The club is the only university football club to operate in the top flight of any European league.
Other Commercial Partnerships: Dun Laoghaire Rathdown County Council, UCD Bowl, Jigsaw, UCD Students Union
Kit Supplier: O’Neills
Back in 2012: “The University Club is sponsored by O’Neills Soccer who get good value from the extensive number of tournaments and competitions in which the club is involved. The College is also two years into the development of an exciting Elite Athletic Academy, building on the success of the 20 year soccer scholarship programme.”
Twitter: @UCDAFC 14.5 K Followers (up from 12.4K in 2021)
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