The Football Association of Ireland in Dublin and the Irish Football Association in Belfast are exploring ways in which the search for a new sponsor for the Setanta Cup might lead to greater cooperation between the two.
Setanta Sports are to step down from title sponsorship this season after nine years but will still be involved as a commercial partner.
The tournament brings together six teams from each side of the border and has produced two winners from the north and six from the south so far. Drogheda United, Sligo Rovers, Shamrock Rovers and Cork City are all at the semi final stage of this season’s tournament.
There is a history of cross border tournaments dating back over 40 years but none has had the longevity or the fan appeal of the event in its present format.
That has prompted the two associations to look at continuing the matches in the present format but also at extending the benefit for any potential sponsor to include other programmes.
“We can see the appeal of bringing teams together and are looking to extend that cooperation, with a commercial partner, to include other programmes perhaps at school or development level,” said Geoff Wilson of the IFA speaking yesterday to Sport for Business.
“There are companies who operate in both jurisdictions that have expressed interest in events that can be used for marketing and engagement in all the communities of Ireland.”
“Add into the mix a number of businesses that might be looking to expand into one or even both areas and we believe there is good potential for cooperation,” added Max Hamilton of the FAI.
Companies in the financial, food retail and betting and gaming sectors are among those believed to have been approached or shown initial interest in what is being proposed.
Sport is a universal language and soccer in particular through UEFA has worked hard to break down barriers between communities.
UEFA President Michel Platini is in Northern Ireland this evening to celebrate the 125th Anniversary of the County Antrim Football Association, and will doubtless be supportive of cross border cooperation in support of grassroots initiatives as well as at senior club level.
McDonalds are a partner of both associations and it is hoped that they will be joined by a new partner appealing to fans of soccer across the island in time for next year’s staging of what for now remains the Setanta Cup.
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New Sponsorship to Cross Borders
