The League of Ireland has unveiled Buy4Pets Online as an associate partner of the league and the first-ever primary partner of The LOI Show.

The League of Ireland’s weekly highlights show covers the SSE Airtricity Premier and First Division and the SSE Airtricity Women’s National League.

It airs weekly for free on with a review of all the weekend’s action and top-quality analysis from our team of pundits.

Bringing onboard an online sponsor for an online offering is an achievement in the first year of operation and arose from inviting Company director John McKeown to one of the first live shows to be recorded in front of a studio audience in Sligo.

More live shows are planned in the weeks ahead including at Dundalk FC and next month in Derry in front of an audience of 250.

“With viewership and interest growing, we’re delighted to bring Buy4Pets Online on board as the primary partner for the LOI Show and an associate sponsor for the League of Ireland,” said League of Ireland Director Mark Scanlon.

“Since the start of the 2022 season, we’ve seen incredible interest in the League of Ireland nationwide, with attendances across the divisions continuing to impress. With that success, the League is becoming an attractive brand to associate with, and we’re delighted to welcome our new partners.

We will have more on this story, including a chat with Mark Scanlon about more of the data behind LOITV and the potential it has, as well as with John McKeown on why it works for him as a sponsor on Sport for Business tomorrow morning.


Sport for Business Perspective

It may not be a multinational partner with deep pockets but securing a partnership that works for both sides is another step forward in establishing LOITV as a revenue generator for the FAI, and a valuable service for clubs and fans.



Sport for Business Partners