Over 30,000 tickets have been sold already for Sunday’s Sports Direct FAI Cup Final between Shamrock Rovers and Cork City. There will be a full-on atmosphere for what has become one of the sporting occasions of the year.
For Rovers, it’s a shot at a famous double, having already secured the SSE Airtricity Men’s Premier Division title and European football for 2026. They have won the Cup a record 25 times, but only once since their treble double in 1985,86 and 87.
For Cork, recently relegated to the First Division, it’s a chance for redemption and a route back into continental competition. A Cork victory would see them play in Europe from the second tier next year.
And even for Dublin rivals Bohemians, the final carries weight. If Rovers lift the Cup, Bohs will earn a European place by virtue of their league position.
A Commercial and Cultural Showcase
The Cup Final marks the culmination of Sports Direct’s third year of an initial three-year deal as title partner of both the men’s and women’s competitions. It is a partnership that has helped elevate visibility, fan engagement and sponsorship standards across Irish football.
For Sports Direct, it’s an opportunity to deepen brand connection with communities across Ireland, positioning itself not just as a retailer but as an active supporter of inclusion and participation. For the FAI, it’s a cornerstone in the growing commercial maturity of the domestic game.
“The Cup Final is the ultimate stage for Irish football,” said Mark Scanlon, Director of the League of Ireland. “It’s where passion, partnership and professionalism meet, and we want it to feel like an event that belongs to everyone.”
Special Olympics Ireland Takes Centre Stage
That sense of inclusion will be symbolised on Sunday when Special Olympics Ireland athletes accompany the players onto the pitch — an activation delivered in partnership with Sports Direct that embodies the shared values of accessibility and representation.
It’s a moment that will resonate well beyond the Aviva’s stands, demonstrating how top-tier sponsorship can be a platform for purpose-driven engagement.
“This is what modern sport should look like,” said Sean Kavanagh, FAI Chief Commercial Officer. “Partnerships like this show how inclusion can sit at the heart of a major sporting event — not as an add-on, but as a defining feature.”
Marquee Attendance
The Aviva Stadium is set to host more than 40,000 fans for the showpiece, a number that underlines how far the Cup Final has come as an event. Corporate hospitality and premium seating have sold out, while the FAI’s club and school initiatives have helped attract families and younger supporters.
“It’s not just a football match; it’s an event that brings together community, commerce and culture,” said Rob Hartnett, Founder of Sport for Business. “That’s what makes it special — and what gives it value far beyond the ninety minutes.”
Broadcast Reach and Brand Impact
The final will again be shown live on RTÉ2 and globally via the RTÉ Player, providing millions of impressions for sponsors and partners. The FAI’s enhanced digital storytelling has built anticipation across social channels, with strong engagement from younger fans and club communities alike.
For Sports Direct, that visibility is multiplied through coordinated content, retail tie-ins and community programming, an integrated model that has become a benchmark for effective sports partnership in Ireland.
Economic and Legacy Value
Hotels, pubs and restaurants across Dublin are set for a weekend boost, especially with Cork’s travelling support adding to the capital’s matchday economy. Merchandise sales and ticket demand suggest one of the strongest commercial performances in the Cup’s modern era.
But beyond revenue, it’s about momentum and the chance to demonstrate that Irish domestic football can deliver on every front: community connection, broadcast quality, and commercial return.
“When people leave the Aviva on Sunday, they’ll do so with pride — in their clubs, in their league, and in what Irish football is becoming,” said Scanlon. “That’s the real prize for all of us.”
Football, Business and Belief
For Shamrock Rovers, Sunday could complete a dominant domestic campaign. For Cork City, it could be the start of a remarkable comeback. For Bohemians, it could mean a European adventure secured from the sidelines.
But for Irish football, the Sports Direct FAI Cup Final represents something broader — proof that when sport and business align around shared purpose, everyone wins.
As the players walk out, flanked by Special Olympics Ireland athletes and cheered by tens of thousands, everyone involved can stand tall.
Further Reading for Sport for Business members:
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