Rockshore, the “refreshingly Irish” lager from Diageo, has been announced as the new official beer and official alcohol-free beer of the Northern Ireland Football League (NIFL) in a new three-year sponsorship agreement.
The deal, which covers the NIFL Sports Direct Men’s and Women’s senior divisions, builds on Rockshore’s existing relationship with Irish football as the current sponsor of both the League of Ireland and the FAI Cups, alongside SSE Airtricity and Sports Direct.
The partnership strengthens Rockshore’s all-island strategy and its growing role as a champion of Irish sport and supporter culture.
Both Rockshore and the NIFL are active members of the Sport for Business community, underscoring the value of connection and collaboration between sports and business in fostering meaningful partnerships.
This latest move will see Rockshore increase its visibility in Northern Ireland through in-stadium branding, matchday activations, and a focus on community engagement.
The brand’s alcohol-free variant, Rockshore 0.0, will also feature prominently, aligning with a shared focus on responsible drinking and choice for fans.
“We are incredibly excited to expand Rockshore’s commitment to football by partnering with the Northern Ireland Football League,” said James Lace, Marketing Manager at Diageo Ireland.
“The NIFL is a cornerstone of communities across Northern Ireland, boasting a rich history and a passionate, loyal fanbase. We look forward to being part of the matchday experience and continuing to support the growth of both men’s and women’s football here.”
“This new partnership with Rockshore marks a fantastic moment for the Northern Ireland Football League,” added Gerard Lawlor, CEO of the NIFL.
“It’s a clear demonstration of the growing appeal and strength of our leagues, and we are thrilled to welcome Rockshore as our official beer and alcohol-free beer partner.”
The partnership also extends Rockshore’s “A League of Our Own” campaign to Northern Ireland, creating a unified platform across both leagues that taps into football’s unique ability to bring communities together.
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