EE and UK Football

EE confirmed during the week that they were extending by four years their primary commercial partnership with the international men’s and women’s teams in England, Scotland, Wales and Northern Ireland.

READ THE FULL STORY HERE

 

Horse Racing

The annual statistics published this week by Horse racing ireland showed that commercial sponsorship in the sport here had risen by 6.9 percent in 2024.

READ THE FULL STORY HERE

 

Sleep Partnership

We loved covering the news that the Ladies Gaelic Football Association has signed up with DFI Beds to become the first ever Official Sleep Partner certainly of this sport, and we think of any Irish sport.

READ THE FULL STORY HERE

 

Darts

According to data compiled by GlobalData, the recent Paddy Power PDC World Darts Championship generated a cool €4.4 million in sponsorship.

This was made up of €1.45 million from the title sponsors Paddy Power, €720,000 from each of Winmau and Fosters who also had main stage branding, and the balance made up from six figure deals with each of Falken Tyres, Panini collectibles, Village Hotels and Fireball Cinnamon Whiskey.

The TV audience peaked at 3.1 million with teenage wonderkid Luke Littler taking the trophy for the first time.  He is now 18 at least and able to consume the product of two of the tournaments key backers.

 

Football

The US Soccer Federation and Home Depot announced a major new partnership this week, echoing the one that the home improvement retailer struck with FIFA to be part of the 2026 World Cup.

The partnership covers all of the US National Teams in both ehr Men’s and Women’s game.

 

Golf

FAI and Leinster Rugby partner Castore signed an exclusive deal with the Majesticks Golf Club, led by Ian Poulter and Lee Westwood as part of the LIV Golf tour.

“This partnership with Majesticks GC is an incredibly exciting development for Castore,” says Co-Founder and Co-CEO of Castore, Tom Beahon. “We see a fantastic opportunity here in LIV Golf, and we are confident it will only grow from strength to strength.

 

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